The Drum Awards Festival - Extended Deadline

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Client: Diet Coke
Date: Feb 2018
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Diet Coke has unveiled a new £10m advertising campaign to support its new campaign for 2018. As part of a brand refresh, the first development will see packs across the UK take on a new look and feel. The new pack design will coincide with the arrival of new flavours and a new marketing campaign.

Following an extensive design process, the updated design has been developed specifically for the UK market in mind. With the aim of appealing to both current fans and new drinkers, the iconic silver Diet Coke can will incorporate a larger logo etched into the background – a subtle update set to hit shelves from February.

As part of the brand refresh, two new flavours are also set to join the Diet Coke family in the UK; Exotic Mango and Feisty Cherry. Completing a trio of developments for the brand, is a new campaign creative, 'Because I Can', which will see the brand encourage consumers to live their life unapologetically.

The campaign represents a departure for the brand which has a rich heritage of campaigns including the 'Diet Coke Hunk' and the 'Get the Gang Back Together' campaign. The new, lighthearted 30-second TV ad will air from the start of March. The campaign will also feature above-the line activations including six-sheets, bus advertising and digital marketing.