Diet Coke Social
Diet Coke had some serious social identity issues. Trolls mocked it. Fans were embarrassed of it. So we told the haters to fizz off and started being our messy, complicated selves with zero apologies given.
2019-2021 • Associate Creative Director & Art Director • Havas
Winner in Paid & Amplification
14th Annual Awards
We started from scratch, ditched the dated product messaging and started serving the kind of refreshingly honest content Diet Coke fans had been craving.
We modeled the new social persona around an amazing brunch date. Sassy. Empathetic. Orders Diet Coke instead of coffee and doesn’t care how you feel about it.
don’t mind if i do.
- @dietcoke
By creating relevant content the community was actually thirsty for, we empowered Diet Coke drinkers to finally share their fandom like a badge of honor. Glow-up achieved.
me bribing my coworker to cover my shift.
- @dietcoke
all about sweat pants, house plants, and diet coke.
- @dietcoke
tbh this is the only proposal i’d say yes to.
- @dietcoke
opinions - $5. will also accept diet coke as payment.
- @dietcoke
The Team
Associate Creative Director - Copy: Madeline Matysiak
Associate Creative Director - Art: Ian Flannery
Jr. Art Director: Astrid Rose
Jr. Copywriter: Katie Hughes
Content Creators: Brendan Ek & Casey Coulter