Diet Coke's latest U.K. campaign puts a humorous spin on cultural trends and popular phrases, starting with a TV ad in which a couple of older ladies swipe right on a dating app called "Twinge."
The two grandma types gleefully swipe through images of Derek, 84, in muscular poses, and make comments such as "Not looking for long-term commitment though, am I babes?" The ad was directed by Sam Hibbard via Somesuch.
The "You Do You" campaign, by Wieden & Kennedy London, will also see Diet Coke cans printed with popular phrases like "I'm in," "It's lit," "Can't even" and "Okay, next." On Snapchat, people will be able to use a face lens featuring several of these lines.
Tuuli Turunen, marketing manager for Diet Coke, comments in a statement: “As we continue to evolve and update the Diet Coke brand for both loyal drinkers and a new wave of fans coming into the brand for the first time, we’re really excited about the launch of our new campaign, 'You Do You.' Diet Coke is enjoyed every day and the launch of the new light-hearted campaign to celebrate everyday ‘you do you’ moments from embracing cultural trends to enjoying everyday pleasures aims to encourage our fans to just be themselves.”