KEEPING AN ICON IN STEP WITH CULTURE

Across Coca-Cola and Diet Coke, we looked for cultural shifts that could unlock new relevance for some of the world’s most familiar brands. For Coke, that meant responding to the rise of premium “eatertainment” by turning the iconic glass bottle into an elevated dining experience, spanning culture, commerce, hospitality and service.

For Diet Coke, an aging audience and changing attitudes toward zero-calorie drinks demanded a more fundamental reset. We recentered the brand around the courage of individuality, refreshed the product and recruited a new generation of drinkers. The relaunch generated 300M+ earned impressions in its first five hours, recruited 5.2M new households and returned the brand to sales growth for the first time in 12 years