Diet Coke Boost Inside
Diet Coke had some serious social identity issues. Trolls mocked it. Fans were embarrassed of it. So we told the haters to fizz off and started being our messy, complicated selves with zero apologies given.
Winner in
Winner in
Paid & Amplification
Paid & Amplification
We started from scratch, ditched the dated product messaging and started serving the kind of refreshingly honest content Diet Coke fans had been craving.
We modeled the new social persona around an amazing brunch date. Sassy. Empathetic. Orders Diet Coke instead of coffee and doesn’t care how you feel about it.
By creating relevant content the community was actually thirsty for, we empowered Diet Coke drinkers to finally share their fandom
like a badge of honor. Glow-up achieved.
Roles:
Director of photography
Art Direction
Edit & Motion Graphics