Diet Coke swipes right and 'Can't even' in U.K. push centered on cultural trends

Soda brand focuses on cultural trends in new spots and packaging printed with popular phrases

Published On
Sep 10, 2019

Editor's Pick

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. 

Diet Coke You Be You cans

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.”

Credits

Date
Sep 10, 2019
Client:
Diet Coke
Agency:
Wieden & Kennedy-London
Lead Client:
Tuuli Turunen
Lead Client:
Mariya Kutmanova
Creative Director:
Joe de Souza
Creative:
Florence Poppy Deary
Creative:
Ruby Norman-Curran
Executive Creative Director:
Tony Davidson
Executive Creative Director:
Iain Tait
Group Account Director:
Nick Owen
Account Director:
James McHoull
Account Manager:
Julia Fish
Chief Strategy Officer:
Ben Armistead
Planning Director:
Stuart Parkinson
Comms Planning Director:
Lee Ramsay
Comms Planner:
Anna-Claire Clendon
TV Producer:
Rose Fairley
Business Affairs:
Helena Tomas
Production Company:
Somesuch
Director:
Sam Hibbard
Executive Producer:
Tash Tan
Line Producer:
Tom Gardner
Director of Photography:
David Proctor
Editorial Company:
The Quarry
Editor:
Jonnie Scarlett
VFX Company:
Time Based Arts
VFX + Post Producer:
Jo Gutteridge
Sound Engineer:
Sam Ashwell
Producer:
Mary-Ann D’Cruz
Sound Studio:
750 MPH
Music Company:
SixtyFour Music
Design Director:
Karen Jane
Designer:
Alex Thursby-Pelham
Designer:
Jonny Isaacson

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Project Type