As part of itsfull brand relaunchin North America, Diet Coke is rolling out a fresh, new marketing campaign to showcase the brand’s new packaging,modern design and four bold new flavors.
The "Because I Can" campaign, breaking today, is all about doing the things in life that make you happy, no matter what anyone else thinks. A series of films –including the brand’s first Big Game spot in 21 years –takes a more straightforward and self-aware direction, with the kind of confidence Diet Coke has always had.“
Diet Coke is delicious –there’s nothing else really like it. It’s why millions of people already love it. But there are a lot of people who haven’t tasted it in a while, or ever. They don’t even think Diet Coke is for them,” said Danielle Henry, group director of integrated marketing content, Coca‑Cola North America. “We’ve stripped away the glossy marketing and we’re just telling people how good Diet Coke really is.”
Actress Gillian Jacobs, best known for her roles in the NBC sitcom “Community” and the Netflix romantic comedy series “Love,” stars in the campaign’s first 30-second TV commercial. In the spot, she grabs a Diet Coke from a corner store before walking along a sidewalk and offering viewers a straight-into-the-camera invitation to do what makes them happy.
“If you’re in the mood for a Diet Coke, have a Diet Coke,” she says.
A suite of 15-second films featuring a diverse cast promotes the four new Diet Coke flavors: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.All spots were directed byPaul Feig, known for the cult classic TV series “Freak and Geeks”, as well as blockbuster movies “Bridesmaids”, “The Heat”, “Spy,” and the 2016 “Ghostbusters” re-boot.“
We chose to work with Paul based on his ability to draw out comedic performances that speak to the true personalities of the actors he works with,” said Henry. “A lot of improvisation happened on the set, and that’s what you see in the finished spots.”
The talent in the campaign were “not selected for their ability to deliver a line on cue,” Henry added. “This is a carefully curated cast of recognizable, up-and-coming actors who are starting to make their mark on culture and who reflect the attitude we want Diet Coke to convey.”
All films were shot against stripped-down sets and feature conversational, off-the-cuff dialogue. “We wanted to present a fresh approach to Diet Coke advertising, while still bringing our loyal current fans along on the journey,” explained Rafael Acevedo, Coca‑Cola North America’s group director for Diet Coke.
Outdoor ads —including activation on Coke’s new 3D robotic sign in New York’s Times Square—will promote the newly expanded Diet Coke portfolio and “Because I Can” message. And sampling at events and festivals across the country will encourage people to try (or retry) the brand.“
It was important to us to put Diet Coke where people actually are,” Acevedo said.
This includes a departure from Diet Coke’s hyper-glossy past.“
This Diet Coke is more authentic and more approachable than ever,” Henry said. “We’re simplifying what we’re all about... a Diet Coke is for anyone, anytime, anywhere.”
Acevedo added, “Diet Coke has always been a brand that stands for confidence, but how we’re saying it is totally new. Now, it’s about having the confidence to do what you want to do and drink what you want to drink. Because you can.”