After a pretty long period off air, Diet Coke was looking to get back into the hearts, minds, and shopping baskets of consumers. It was still just as refreshing as always, but how could we rekindle that audience love, and do it delicately whilst in the middle of the COVID-19 lockdown?

We identified that day-to-day pressures often put our audience in desperate need of a break. A need heightened by the pressure cooker situation of lockdown. So, we decided to bring back the Diet Coke break. Not the sexually suggestive mid 90s version – but a more caring, wellness-driven take for a modern audience. This Diet Coke break was about giving yourself a moment of respite and rejuvenation from the turmoil that often defines modern living.

Our TVC featured a jarring visual and aural landscape that dramatizes this turmoil, before the familiar can swept in accompanied by the smart neuro cues of the drink being opened and poured. Across TV, social, radio, and print executions the campaign created literal moments of calm – the pared back simplicity of the product and a warm VO that encourages everyone to ‘Give yourself a Diet Coke break’.