Diet Coke is aiming to stir up the passions with its latest brand ambassador – 50 Shades of Grey star Jamie Dornan – with the launch of a new campaign which encourages consumers to take ownership of their own their Diet Coke break moment, however they choose to take it.
While the ad is far removed from the original 1990s Diet Coke “hunk”, with not even a hint of Christian Grey, it does feature a wide cast of characters alongside Dornan, including festivalgoers, fashionistas and experimental chefs, who the company claims are all united by their “bold style and self-expression”.
This is My Taste launches today across TV, film, VOD, OOH, social and PR.
Dornan’s appointment builds on the brand’s history of collaborating with some of the biggest names in film, fashion and culture. With a new TV ad set to launch today, the creative reveals Jamie’s love of cold-water swimming, with a cheeky Diet Coke twist.
Diet Coke Great Britain marketing manager Tara Byrnes commented: “We’re excited to finally reveal our new This is My Taste campaign, fronted by Jamie Dornan.
“The campaign represents an evolution in the iconicity of a Diet Coke break, recognising its importance for our audience, and celebrating it from a brief treat to a moment of passion and pride. The new light-hearted campaign unites this audience, and we hope the work inspires people to own and celebrate their own individual style and taste and enjoy an iconic Diet Coke break, however they choose to.”
The multi-channel and multi-million-pound campaign was developed by fashion and luxury creative agency Spring Studios in partnership with Exposure, Ogilvy and Essence Mediacom.
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