Alejo Molochnik
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Case 05 · Campaign

Diet Coke
Love What You Love

Client
The Coca-Cola Company
Markets
United Kingdom, Germany, Central Europe
Channels
OOH, digital OOH, film, on-pack, app
Team
WPP Studio X
Diet Coke six-sheet on Oxford Street, London — a woman drinking from a personalised can, headline reading Give yourself a Diet Coke break.
Oxford Street, London. The name on the can is the viewer's entry point — every execution in the campaign is built around one.

A brand break you could put your own name on — and a design system built so 150 names didn't mean 150 layouts.

The design system

The whole campaign runs on one photographic grammar: snapshots with white borders, sprocket edges and frame numbers, taped down at a slight angle, with a handwritten name label on every can. It reads as something found rather than something produced.

Against that, a single typographic move — a high-contrast Didone italic carrying a first-person line, with a red quotation mark as the only ornament, and the love what you love® / by you lockup held constant at small scale in every format.

Two fixed elements, one variable. That is what let the system stretch from a bus fillet to a 48-sheet to a vertical digital screen without a single execution needing a bespoke layout.

The system across formats

Vertical digital billboard in Holborn, London, showing a four-photo snapshot collage and the line Nothing but fizz and fun on my Diet Coke break.
Vertical digital, Holborn. The collage grows to four frames; the quote and lockup hold their position.
Fly-posted Diet Coke poster on a graffitied wall in Berlin reading Sorry! These bubbles can't be copied.
Fly-posting, Berlin. Same grammar at street scale, where the snapshot edge does the work against the wall.
Trackside 48-sheet billboard showing a three-photo collage and the line They play. I pause for my Diet Coke.
Trackside 48-sheet. Landscape forces the collage and the quote into two columns — the only structural variant in the system.
Diet Coke 48-sheet under a railway bridge showing a woman in a leopard-print coat and the headline Give yourself a Diet Coke break.
48-sheet, underpass. The pack panel is a full half of the site — retail duty carried without breaking the editorial half.
London double-decker bus carrying a Diet Coke fillet advertisement reading Brake time? Catch me if you can.
Bus fillet, London. The most compressed ratio in the campaign, and the test the system had to pass.
Large format poster reading Your Diet Coke break has never been so yours, with personalised cans named by David, by Anne and by Vicky.
The retail message, set in the display serif at full width. Over 150 personalised cans in market.

Film

Film still: a woman in a red jacket with a Vicky name badge in an office doorway.
Film still: two colleagues in an office kitchen, one holding a personalised Diet Coke can.
Film still: a woman in a leopard-print coat drinking Diet Coke beside a lit display case.
Film still: a woman pausing to drink a Diet Coke in a parked car.

Naturalistic, grain-forward, staged in ordinary interiors — the film is shot to look like the place the snapshots came from.

Contact

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