Diet Coke Amplifies Fans' Tweets on Billboards in Times Square

Droga5 Will Also Transform Tweets Into Print Ads, Murals, Framed Artwork and Jewelry

Published On
Sep 03, 2015
Retweets of Love

Editor's Pick

Diet Coke will surprise fans of the soft drink by recreating their tweets in unexpected places this Fall -- starting off in Manhattan's Times Square.

The "ReTweets of Love" campaign, by Droga5 New York, kicks off this week with three tweets from Diet Coke fans in Texas, Oregon and Virginia recreated in artwork and displayed on a large billboard in the square. Throughout October, the ongoing campaign will see fans' tweets transformed into designs by artists including Erik Marinovich, Marta Cerdà Alimbau and Jeff Rogers and appearing in a number of different places: in magazines, murals, as framed artworks and even on custom jewelry. All of this is, of course, hoped to encourage fans to tweet their love for the brand, by giving them back more than just a simple retweet.

While Diet Coke is clearly not the first brand to transform social media into physical products or advertising (we've seen tweets turned into chocolate, Vines and of course, ads by brands such as Old Spice) the brand's marketing power is bound to ensure this campaign gets seen -- and hopefully retweeted.


Sep 03, 2015
Agency :
Droga5-New York
Brand :
Diet Coke
Client :
Diet Coke
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Group Creative Director :
Justin Ruben
Senior Art Director :
Emmie Nostitz
Senior Copywriter :
Erica Pressly
Junior Art Director :
Paige Whitaker
Junior Copywriter :
Tori Nygren
Chief Creative Officer :
Sally-Ann Dale
Head of Art Production :
Cliff Lewis
Junior Associate Broadcast Producer :
Gabija Blake
Senior Art Producer :
Hilary Frileck
Executive Print Production Producer :
Jeannie O'Toole
Social Producer :
Jem Michael
Global Chief Strategy Officer :
Jonny Bauer
Head of Strategy :
Chet Gulland
Director, Strategy :
Katy Alonzo
Senior Strategist :
Zack Cohn
Senior Social Strategist :
Kat Popiel
Social Manager :
Maureen O'Brien
Group Account Director :
Tamera Geddes
Account Director :
Megan Gokey
Account Manager :
Molly Wheeler
Account Manager :
Becky Charap
Senior Project Manager :
Amy Blitzer
Senior Manager of Integrated Marketing Content :
Kate Santore
Manager of Communications :
Abby Peck
Senior Manager :
Robin Triplett
Photographer :
Paul McGeiver
Associate Photographer :
Robert Ohman
Illustrator/Artist :
Erik Marinovich
Illustrator/Artist :
Jeff Rogers
Illustrator/Artist :
Marta Cerda Alimbau
Illustrator/Artist :
Like Minded Studio
Illustrator/Artist :
Sarah Coleman
Illustrator/Artist :
Ben Johnston
Illustrator/Artist :
Luke Lucas
Illustrator/Artist :
Gemma O'Brien

Need a credit fix? Contact the Creativity Editors

Project Type