Diet Coke has announced a new multi-million-pound campaign – You Do You – a light-hearted creative that champions the love of mainstream cultural moments and language.
The campaign launches with two new TV ads, which will air from September, featuring scenarios that see people unashamedly embracing mainstream trends.
Supporting the new campaign, Diet Coke has also launched eight limited-edition can designs, which celebrate popular phrases including, ‘Can’t even’, ‘Okay, next’ and ‘It’s lit’. Launched exclusively in the UK, the new designs offer a choice of playful phrases to express everyday emotions and moments.
The fully integrated marketing campaign will include Out-of-Home advertising, digital advertising, social media and PR.
Taking the new creative to Snapchat, Diet Coke has also formed a partnership with the app to offer users the chance to choose a face lens featuring one of the phrases.
Simon Harrison, Vice President of Commercial Development at Coca-Cola European Partners GB, said: “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.”
The Diet Coke brand is worth £472m and up 12% in value, making it the No.1 sugar free cola brand in GB (Nielsen).