Diet Coke x The Devil Wears Prada 2
Challenge
Diet Coke doesn't follow culture. It leads it. The question was how to make the Diet Coke break feel essential in a world that never stops, by finding a cultural moment precise enough to earn it.
Approach
There is no office in the world more in need of a Diet Coke break than Runway. And there is no one better to set it up than Miranda Priestly. We built a multi-channel campaign around the Devil Wears Prada sequel, the most culturally precise partnership available to the brand, spanning film, OOH, social, and the launch of a new branded fashion accessory: the Canny Pack™.
Result
4-point velocity increase for the core Diet Coke business. One of the brand's most talked-about partnerships in years.
Diet Coke x The Devil Wears Prada 2: Hero Film
Diet Coke x The Devil Wears Prada 2: Teaser
Diet Coke x The Devil Wears Prada 2: OOH
Diet Coke x The Devil Wears Prada 2: OOH
The Canny Pack™ Launch Film
The Canny Pack™ Craft