Diet Coke:
It's Mine

AN INTEGRATED MARKETING CAMPAIGN THAT PREMIERED DURING THE OSCARS RESULTING IN A 684% SPIKE IN CONVERSATION ACROSS ALL SOCIAL CHANNELS.

Overview

To leverage the millions of unique package designs featured on new 12 oz glass bottles with the Diet Coke IT’S MINE program launch, we created two thirty-second TV spots that are simple, abstract reflections of the lengths fans will go to get their hands on a Diet Coke. The national campaign also featured OOH, print, events, influencers, digital and social. Rather than license an existing track to bring our campaign message to life, we wanted to create a unique twist on a song that would be a declaration for our campaign and something familiar to our Gen X Diet Coke drinkers. It had to be as powerful as the visual representation of relentless love to which the song would be set. Queen’s classic “I Want It All,” reimagined by the soulful rising star, Andra Day, became the anthem we needed to celebrate those who unapologetically go after the things that they want in life, including Diet Coke.

Outcomes

• For a period of two months from campaign launch, IT’S MINE garnered nearly 71.5 million impressions and over 5 million engagements. 

• Additionally, the campaign generated 308 online and broadcast news stories – nearly 60% more than the 183 news stories covering the launch of Diet Coke's “Get A Taste” campaign in Fall 2014, which featured global superstar Taylor Swift.

• The song featured in the spots - Queen's “I Want it All” covered by Andra Day - ranked in the top three most Shazamed ads of the week. 

• And after the two spots aired during the Oscars, Diet Coke enjoyed a 684% spike in conversation across all social channels.