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Why Coca-Cola is still heroing Diet Coke despite new 'one brand' strategy


By Natalie Mortimer, N/A

February 4, 2016 | 3 min read

Earlier this month Coca-Cola introduced a new 'One Brand' strategy and revamped its marketing to promote all of its products at the same time to boost sales as consumers continue to cut back on sugary drinks amid health concerns.

But despite the new advertising take, the drinks maker is still hero-ing Diet Coke in North America and pushing ad spend behind the variant with a new bottle design campaign, as sales of the fizzy drink continue to decline.

Coca-Cola will release "millions" of unique Diet Coke bottles alongside a new 30-second advertising campaign, which the drinks giant describes as "a celebration of the love Diet Coke drinkers have for their favorite no-calorie beverage".

The TV spot, which forms part of the overall 'It's Mine' push, features a well-dressed woman leaping through the air to grab an It's Mine bottle, which have been produced in partnership with HP and the company's digital printing technology.

"The launch of the It's Mine program is a continued celebration of our fans’ unique, steadfast love for the delicious taste of Diet Coke,” said Rafael Acevedo, group director, Diet Coke, Coca-Cola North America. "Through a robust, integrated national program, we’re inviting fans to choose from millions of unique Diet Coke designs, selecting the one they feel is uniquely their own.”

The designs launch with a partnership with celebrity stylist, E! Fashion Police host Brad Goreski for a pop-up fashion house experience in New York City at the start of fashion week.

Meanwhile, starting next week until April, fans can interact with the bottle designs online through Diet Coke social content, including Pinterest and interactive, swipe-able GIFs on Twitter.

The Diet Coke Ii's Mine program also includes digital video and in-store, print and out-of-home advertising showcasing several bottle designs.


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