The Drum Awards for Marketing - Entry Deadline

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Client: Coca-Cola
Date: Sep 2019
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Arising from the ashes of falling sales, Diet Coke has launched a multi-million campaign called ‘Do You Do,’ that taps into the colloquial language of mainstream culture, as it continues to evolve and update the brand.

The campaign playfully champions the love of mainstream cultural moments and language, featuring scenarios which see people unashamedly embracing mainstream trends, with surprising and humorous results.

In one TV spot, two old ladies sit on their phones, using the dating app 'Twinge.' Vera shares a profile of a racy old gentleman with Gladys, her friend sat next to her, with the text 'I'm in, 100% my type right?' accompanied by the heart-eyed emoji.

Gladys then flicks through his profile to see what images 'Derek, 84' has put up for display, including a topless shot of him drinking a can of Diet Coke. She replies 'Total Playa!!!!' with the cry-laughing emoji.

"Not looking for long-term though, am I babes?" she responds, to which they both break down in giggles. The campaign works to tap into popular culture is a jokey and silly way.

‘Do You Do’ is accompanied by a series of eight limited-edition can designs, printed with popular expressions like ‘it’s lit’ ‘okay, next’ and ‘can’t even.’

The fully-integrated marketing campaign will include above the line activations including out-of-home and digital.

Credits

Client – Diet Coke

Project Name – You Do You

Media Channels – Limited Edition Cans, TV, Cinema, OOH, Digital Display, Social

Launch Date – September 9 2019 (TV)

Markets – UK & Ireland

Agency – W+K London