Dive Brief:
- Coca-Cola is launching a new Diet Coke campaign entitled "It's Mine," which will feature Diet Coke cans and bottles adorned with millions of label designs.
- The company worked with HP Inc. and utilized its digital printing technology to create millions of unique labels out of 36 "base" designs that took inspiration from different aspects of Diet Coke, like bubbles, fizz, and taste.
- The campaign also includes two 30-second TV spots and a pop-up fashion house experience in New York City as part of fashion week.
Dive Insight:
This new Diet Coke campaign veers away from Coca-Cola's recently announced one brand marketing overhaul, which streamlines the design for Coke products, including Diet Coke. However, Coca-Cola is rolling out this campaign more slowly in the U.S., and the company said that Diet Coke and Coke Zero would continue having separate campaigns for now.
Besides the pop-up fashion house, this new campaign still does keep to Coca-Cola's new product-centric strategy, from the product-inspired label designs to a TV spot depicting a product experience.
The campaign comes at a crucial time for the Diet Coke brand, which saw sales dip 8% last quarter following consistent declines in previous quarters. Diet soda sales in general are decreasing (Diet Pepsi attempted a sweetener change to revive sales) as the diet product segment has lost consumers' interest.