Diet Coke
FMCG
PACKAGING DESIGN
360 SHOPPER MARKETING CAMPAIGN
The marketing team at Coke needed to find a new way of connecting with their core target audience. They had struggled to build on the success of the iconic ‘11am Diet Coke break’ TV ads from a very long time ago.
After many consumer workshops (facilitated by Mother ad agency in London) the one key insight that got any traction was that women were feeling too much pressure to be perfect. Women were feeling like they needed to LOOK like Gisele, WORK like Hillary, BREED like Angelina and PARTY like Lindsay… they needed a moment to reconnect with themselves and celebrate the real person inside.
We helped Diet Coke create a complete 360 shopper marketing campaign and packaging design refresh for all European markets based on just two words… hello you.
hello you
Your light coke taste.
Your low calorie lift.
A Diet Coke break is my moment to reconnect with and celebrate the person that I am.
