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Diet Coke

Hitting a Fashionable Bullseye

Overview

Diet Coke, one of America’s best-loved brands among the 35-plus crowd, needed to engage a new generation of drinkers in order to ensure its future. The brand tapped Fast Horse to help capture the attention of trendsetting millennial females using fashion as a key passion point. Target was already engaging the audience Diet Coke craved. We set out to create a program that brought to life the two brands’ shared affinity for the fashion space in store, online and in person.

Approach

  • Develop a fully integrated campaign to reposition Diet Coke as a stylish, on-trend brand
  • Create an exclusive program in conjunction with a key retail partner
  • Tap into influencers to lend credibility in the fashion space
  • Push outside of traditional news outlets for the brand
  • Drive social buzz and engagement
Approach

Packaging Launch

The campaign helped introduce Diet Coke’s stylish makeover to the world

Packaging Launch

Young Designer Challenge

The program paired Diet Coke, Target and the Council of Fashion Designers of America – offering CFDA students the chance to design a t-shirt based on the brand’s new look

Young Designer Challenge

Voting Phase

After fans narrowed the field, a group of high-profile designers selected the winning t-shirt that would be sold exclusively in Target stores

Voting Phase

Influencer Outreach

Influential tastemakers received a sneak peek at Diet Coke’s brand new design and the winning t-shirt

Influencer Outreach

Social Media Engagement

Dozens of influencers organically shared their excitement for Diet Coke’s new look, helping spark widespread social chatter

Social Media Engagement

Blogger Partnerships

Well-followed fashionistas created sponsored content and offered readers cool prizes from Diet Coke, including trips to New York Fashion Week

Blogger Partnerships

Spokesperson Activation

High-power fashion insiders like Zac Posen and Cynthia Rowley helped spread the word and give the program credibility

Spokesperson Activation

Media Relations

Targeted pitching and high-profile media tours with our celebrity designers played a critical role in the program’s success

Media Relations

Exclusive Opportunities

  • Trips to New York Fashion Week
  • Behind-the-scenes content
  • Tips from spokespeople
Exclusive Opportunities

Grassroots Activation

Street-style mannequins and sampling teams made a splash at New York Fashion Week

Grassroots Activation

Special Event

The Glamour Live Party at New York Fashion Week was the perfect occasion to showcase Diet Coke’s look and the winner of the Young Designer Challenge

Special Event
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Results

  • Diet Coke sales spiked 24% at Target
  • Target’s facebook post about the program generated the retailer's highest level of engagement leading up to that point
  • 250+ million traditional and social media impressions, including top fashion outlets and influencers
  • Shopper Marketing Effie Award Winner, the first-ever for The Coca-Cola Company