Diet Coke
Challenge: Create a multi platform campaign which positions Diet Coke as a natural part of Gen Z and Millennial consumers' lifestyles, speaking to them authentically while being careful not to pander or try to hard to relate to their humor and tastes. Make Diet Coke stand out amongst the crowded diet/low calorie beverage space, competing with not only other diet sodas but products like sparkling water or juices.
Solution: Two campaigns which emphasize the transformative power of Diet Coke’s flavor.
Art direction and copywriting by Alex Germain.
Campaign 1: Taste That Tunes You Out.
Diet Coke has the taste that lets you take a break from the stress of your everyday life.
Campaign 2: The Secret Ingredient
No meal is complete without the refreshing taste of Diet Coke.