Diet Coke is having a go at being part of what’s hot right now in the UK and Ireland with a new campaign in which individuality stars and a limited edition run of cans inscribed with trending expressions such as Can’t even, It’s lit and Okay, next. Not only is the artificially sweetened drink being attacked by the onslaught of healthier “wellbeing” soft drinks like kombucha, sports drinks and coconut waters, it has been cannibalised by its sibling, Coke Zero (now Coca-Cola Zero Sugar) in some markets).
The new campaign by Wieden + Kennedy London is led by two TVCs featuring scenarios on which people embracing mainstream trends, with surprising and humorous results. In the first, two older women are using dating site, Twinge.
The campaign, You Do You, includes out-of-home, digital, social, PR and a partnership with Snapchat.
Tuuli Turunen, marketing manager for Diet Coke, commented: “As we continue to evolve and update the Diet Coke brand for both loyal drinkers and a new wave of fans coming into the brand for the first time, we’re really excited about the launch of our new campaign, You Do You.
“Diet Coke is enjoyed every day and the launch of the new light-hearted campaign to celebrate everyday ‘you do you’ moments from embracing cultural trends to enjoying everyday pleasures aims to encourage our fans to just be themselves.”
The work was created by W+K creatives, Florence Poppy Deary and Ruby Norman-Curran; and directed by Sam Hibbard through Somesuch.