Client: Diet Coke
Date: Jun 2019
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This summer, Diet Coke is dropping its labels to start a new conversation about ours. Cognitive research tells us the words we use to describe what we see aren't just idle placeholders - they actually determine what we see. This campaign is the start of a multi-year platform that is designed to spark an ongoing, authentic and unapologetic conversation about the labels that surround us.

The heart of the campaign is a centralized hub at to provide partner resources that shed light and open up space to all to start their own conversation.

The wide reaching OOH and digital campaign has just started to roll out, and a manifesto film will be released mid-July.

Throughout the summer @DietCoke (IG and FB) will become “safe spaces” for fans and followers to share their stories.

Diet Coke is traveling the country this summer to foster conversation across various high-profile events, including Pride, Girlboss Rally, Essence Festival, The National Urban League’s annual conference and the AAPD ADA Celebration on Capitol Hill.

Insights and stories from these cross-country and cross-community discussions will feed into future development and evolution of [unlabeled].

The inside-out initiative (birthed in Atlanta at Coca-Cola Company HQ) with their own employee population and D&I groups brings together a coalition of voices.

They include: Shea Diamond, a transgender woman who didn’t let the labels she faced (too feminine, too masculine, criminal) break her but energize her to embrace her true identity and express herself through music; Brendan Jones, a formal viral star and social influencer who is inspiring others to find their self-confidence through his work as a Youth Ambassador for HRC; Doc Todd, a veteran who lives with PTSD and turned to hip-hop to inspire others and destigmatize mental illness; Justina Bruns, a Native American woman who denounces her label of “white passing” and works to keep her ancestral knowledge alive through her partnership with the AICF; and Pamela Stewart, vice president, national retail sales for Coca-Cola North America, who chairs the Board of Directors of GLAAD and The Coca-Cola Company’s Multicultural Leadership Council.