New Diet Coke campaigns aims for consumers to try or retry the iconic drink in new packaging
As part of its full brand relaunch in North America, Diet Coke is rolling out a fresh, new marketing campaign to showcase the brand’s new packaging, modern design and four bold new flavours.
The “Because I Can” campaign is all about doing the things in life that make you happy, no matter what anyone else thinks.
“Diet Coke is delicious – there’s nothing else really like it. It’s why millions of people already love it. But there are a lot of people who haven’t tasted it in a while, or ever. They don’t even think the drink is for them. We’ve stripped away the glossy marketing and we’re just telling people how good it really is,” said Danielle Henry, Group Director of Integrated Marketing Content, Coca-Cola North America.
Actress Gillian Jacobs, best known for her roles in the NBC sitcom “Community” and the Netflix romantic comedy series “Love,” stars in the campaign’s first 30-second TV commercial.
In the spot, she grabs a Diet Coke from a corner store before walking along a sidewalk and offering viewers a straight-into-the-camera invitation to do what makes them happy.
“If you’re in the mood for a Diet Coke, have it,” said Jacobs.
A suite of 15-second films featuring a diverse cast promotes the brand’s four new flavours: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.
All spots were directed by Paul Feig, known for the cult classic TV series “Freak and Geeks”, as well as blockbuster movies “Bridesmaids”, “The Heat”, “Spy,” and the 2016 “Ghostbusters” re-boot.
“We chose to work with Paul based on his ability to draw out comedic performances that speak to the true personalities of the actors he works with. A lot of improvisation happened on the set, and that’s what you see in the finished spots,” said Henry.
All films were shot against stripped-down sets and feature conversational, off-the-cuff dialogue.
“We wanted to present a fresh approach to the brand’s advertising, while still bringing our loyal current fans along on the journey,” said Rafael Acevedo, Coca-Cola North America’s Group Director for Diet Coke.
Outdoor ads — including activation on Coke’s new 3D robotic sign in New York’s Times Square — will promote the newly expanded brand portfolio and “Because I Can” message. And sampling at events and festivals across the country will encourage people to try (or retry) the brand.
