Coca-Cola // Diet coke
Challenge
Four consecutive years of revenue decline. The brand hadn't lost its audience as much as it had lost its point of view. The work had drifted from what Diet Coke actually meant to the people who loved it.
Approach
Go back to the human truth the brand had abandoned. Diet Coke has always been about a certain kind of woman, one who owns her choices and doesn't explain them. Rebuild the creative platform around that truth, then execute it across every touchpoint with the same conviction.
Result
9.3% YoY growth. Four consecutive quarters of gains. The strongest performance the brand had seen in half a decade.
Diet Coke // Know The Signs: Typo
Diet Coke // Know The Signs: Ponytail
Diet Coke // Know The Signs: Desk Lunch
High Reach OOH
Diet Coke // AdBreak Break