After a pretty long period off air, Diet Coke was looking to get back into the hearts, minds, and shopping baskets of consumers. It was still just as refreshing as always, but how could we rekindle that audience love, and do it delicatelywhilst in the middle of the COVID 19 lockdown?
We identified that day-to-day pressures often put our audience in desperate need of a break. A need all the more heightened by the pressure cooker situation of lockdown. So we decided to bring back the Diet Coke break. Not the sexually suggestive mid 90s version – but a more caring, wellness driven take for today’s audience. The new Diet Coke break is about giving yourself a moment of respite and rejuvenation from the turmoil that often defines modern living.