Challenge:

After 35 years, Diet Coke, an iconic brand and the #1 selling zero calorie beverage, began a new era with an updated look, sleek new packaging, and four new Diet Coke flavors. Coca Cola was faced with a challenge.  How do you drive young millennials to Walmart to purchase single servings of Diet Coke and try the bold new flavors?  

Solution: 

We worked with the Diet Coke team at Walmart and Saatchi & Saatchi X to ‘Take a Break From The Ordinary’ to produce and distribute attention-grabbing, colorful content featuring country star Lauren Alaina.

Campaign In Action:

Produced attention grabbing videos with Lauren Alaina, the reigning Academy of Country Music New Female Vocalist of the Year.

• Provided branded content in the format millennials pay attention to, like Instagram stories, Boomerangs, carousel ads, and story-telling moments

• Provided a dedicated and optimized landing page with fun and colorful content that mirrors the sleek new look of Diet Coke showing Lauren Alaina’s personality.

• Organic and Paid strategy on Facebook, Instagram, and Twitter

• Native Stories were created and published on popular country music websites.

• Doubled down on what fans react to and then optimizes it across multiple social platforms.

• We provided content for artists to share on their social channels and we partnered with leading publishers who cover the country music lifestyle to expand the reach.

“Through artists, we can speak directly to our key shopper, drive traffic to Walmart, and inspire trial of the new flavor-filled lineup of Diet Coke.”  

Amanda Whitaker, Director of Shopper Marketing at Coca-Cola