Diet Coke
We built a strong working relationship with Diet Coke, developing their brand purpose and rooting the brand in individuality and self-expression. But in a world increasingly divided by stereotypes and societal expectations, how could the brand evolve to not only reflect its audience’s values but actively champion them?
We pushed our clients to a platform that went beyond marketing and sparked a meaningful conversation about the labels we wear—those we embrace, those imposed on us, and those we defy.
We developed [unlabeled], a multi-year platform rooted in Diet Coke’s core belief: to live boldly and authentically. At its heart, the platform sought to challenge perceptions around labels, offering a space for reflection, expression, and celebration. The first step was symbolic: for the first time ever, Diet Coke removed its iconic label from its cans to represent the launch of this journey.
[unlabeled] positioned Diet Coke not only as a champion of individuality but also as a facilitator of authentic conversations. The strategy focused on integrating the campaign into cultural moments and spaces where conversations around identity and self-expression were already happening, ensuring that Diet Coke was present, relevant, and impactful.
[Unlabeled]
The platform launched with the bold statement, “We’re removing our labels to start a conversation about yours.” This symbolic act set the tone for the campaign, which invited people to explore their own relationships with labels, whether empowering, self-imposed, or unwelcome.
Even more meaningfully, the campaign highlighted the stories of Coca-Cola employees and partner organizations, grounding [unlabeled] in real, diverse perspectives. This layered approach not only celebrated individuality but also reinforced The Coca-Cola Company’s legacy of championing diversity and inclusion.
“We’re removing our labels to start a conversation about yours.”
To bring this to life, we activated [unlabeled] at key cultural moments and events such as LA Pride, WorldPride, Girlboss Rally, ESSENCE Fest, and San Diego Pride.
At these events, interactive spaces were designed for people to share their stories about labels and how they’ve shaped their lives.
Through art installations, personal storytelling, and community engagement, Diet Coke created a platform for individuals to reflect on and redefine their identities.
