NEVER SHARE A DIET COKE
We needed to develop a bespoke campaign for diet coke of the back of the Coke red Share a Coke campaign, We based the campaign of an insight that Diet Coke drinkers are so passionate about the drink they don't actually want to share their Diet Coke, so we developed a campaign that helped them keep it for themselves.
On social we encouraged consumers to start hacking their Diet Coke bottle to make them their own and did everything possible to help them out with it
Gave away stickers with the right typeface so they could change their own bottles. Consumers got heavily involved in hacking their own bottles and posting them