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Diet Coke
Diet Coke and Target Young Designer Challenge

RAN IN: United States

CLIENT
Coca-Cola North America

Stephanie Adams - Sr. Integrated Comm. Manager
Chandra Culpepper - Sr. Interactive Manager
Andy Deutsch - Sr. Integrated Mktg. Content Manager
Erik Jenkins - Diet Coke Brand Manager
Pablo Rodriguez, Sr. Brand Activation Manager
Kerry Tressler - Director, Brand & Business Comm.
Newland Yang - Sr. Shopper Mktg. Manager

AGENCY
Wieden+Kennedy *Lead Agency

Margaret Kendall - Acct. Supervisor


Fast Horse, Inc. *Lead Agency

Allison Checco - Sr. Director


Leo Burnett/Arc Worldwide

Kelly Gribben - Assoc. Creative Director


SUMMARY

Carbonated Beverage category sales were soft at Target. An aging loyal population & macro-economic factors have been driving a decline of carbonated beverages overall. Diet Coke and Target partnered to surge excitement back into the category with The Young Designer Challenge campaign. We set out to introduce the new Diet Coke re-designed packaging by aligning with fashion and style, to capture the attention of a younger generation, while increasing Target beverage sales. The program drove Target $ share increases for both total Coca-Cola Portfolio and for the Diet Coke brand.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, OOH, PR, Retail Experience, Guerrilla, Events, Packaging, Product Design, Shopper Involvement

Audience: Women, Brand Influencers, Young Women (20-35), Mothers

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English