Diet Coke has launched Just Because; a brand-new campaign directed by Oscar nominated Autumn De Wilde. Just Because is designed to honour the mischievous and light-hearted mindset of its fans. Shining a light on individual authenticity, the campaign celebrates the positive and unapologetic attitude of the brand’s fans who love what they love and don’t justify doing things their way.
Brought to life in a new creative platform, including a light-hearted TVC that aired for the first time this week, the campaign takes people on a journey through the unashamed and self-confident Just Because mentality – from popping to the corner shop in pajamas to taking a bra off at the end of a long day – and showcases some of modern life’s most relatable Just Because moments.
Known for celebrating authentic and light-hearted moments, the campaign continues Diet Coke’s iconic ‘twinkle in the eye’ approach to life. The feel-good campaign celebrates what it is to be confident today across all media including a refresh of the much-loved jingle – giving it a modern twist by Grammy Award Winning artist Thundercat. All wrapped in Diet Coke’s glistening silver branding.
The campaign launches across GB and Ireland. The fully integrated campaign will launch via a brand-new multi-screen AV, with OOH, social, digital, PR support and POS activation. In addition, fans of the brand will also be given the opportunity to access online activations via a digital engagement content.
Amber Topalcik, Senior Brand Manager at Diet Coke said: “We are really excited to announce the launch of Diet Coke’s new campaign. With a broad, passionate, and loyal fanbase, this campaign celebrates them – people that challenge and embrace their lives in a positive way, with the confidence to do things their own way, Just Because.”
[ANONYMOUS Director Autumn de Wilde] said “I’m so thrilled to be collaborating again with David Kolbusz and the electric minds at Droga5, London. To be reunited to direct and photograph the iconic Diet Coke brand is an absolute dream.”