Diet Coke ‘You Do You' campaign anchors the future of brand to 'lit' cultural trends
A Diet Coke sales turnaround is pivoted on the multi-million campaign called ‘You Do You'. The GB and Ireland campaign taps into the colloquial language of mainstream culture, with the first TVC showing two elderly women enjoying a Tinder-like app.
Over the past few years, Diet Coke has battled dwindling sales after partly being cannibalized by the arrival of Coke Zero. It has plowed a huge chunk of its ad spend into the struggling silver can. Back in 2015, when the drinks brand called its diet option a “work in progress", it attempted to improve its marketing, packaging and flavour offerings.
Three years later, and the drinks giant reported that it still wasn’t sure it had found the best way to put the fizz back in its sales.
Fast forward to today and Coca-Cola has introduced two new TV ads and limited-edition packaging. This is the first Diet Coke work since Kris Robbens was appointed marketing director for Coca-Cola Great Britain and Ireland – replacing Paul Grace who had been in the position for six months.
Wieden + Kennedy London's first TV spot sees two old ladies 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.
Discussing the launch of 'You Do You' campaign, Tuuli Turunen, marketing manager for Diet Coke, commented: “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.
“Diet Coke is enjoyed every day and the launch of the new light-hearted campaign to celebrate everyday ‘you do you’ moments from embracing cultural trends to enjoying everyday pleasures aims to encourage our fans to just be themselves.”