Diet Coke
Diet Coke, often dismissed as "a mom’s drink," faced a brand perception problem. For a generation of Millennials navigating adulthood, the drink felt outdated and out of touch. Yet, instead of shying away from the label, we saw an opportunity to reclaim it. Why fight the "mom’s drink" narrative when we could redefine it as a badge of honor? After all, moms— unapologetic icons who live life boldly—are exactly the kind of people worth celebrating.
The goal was clear: shift perceptions of Diet Coke from dated to empowering—tapping into the confidence of Millennials who embrace their identities, quirks, and lives with pride.
We turned Diet Coke’s so-called “baggage” into a bold platform.
This became the foundation for Drink What Your Mama Gave Ya, a campaign that turned stigma into celebration.
Our strategy focused on positioning Diet Coke as the drink for those who live confidently and embrace their truth. By celebrating the unapologetic, we created a platform that wasn’t about changing perceptions but proudly owning them.
Drink What Your Mama Gave Ya
Drink What Your Mama Gave Ya celebrated the bold individuals who unapologetically own who they are—always with a Diet Coke in hand. The campaign highlighted a range of icons:
Moms who juggle it all, who did it first, and who do it with a Diet Coke.
Older adults who’ve been living life their way for decades and still do—with a Diet Coke.
Nerds solving the world’s hardest problems, all while sipping Diet Coke.
The visuals and storytelling leaned into humor and relatability, showcasing moments that made each group a symbol of confidence and individuality. Digital and social activations amplified this narrative, with cheeky messaging that embraced the Diet Coke stigma and turned it into a rallying cry for self-expression.
Get Smart
“Only nerds drink Diet Coke”
Respect Your Elders
“Only old people like Diet Coke”
