The background

Diet Coke is big. Like, really big. It’s the second most popular drink in Coke’s portfolio, to be precise.

The taste is unparalleled. Diet Coke doesn’t try to simulate regular Coke. It’s its own thing, and a tasty one.

Diet Coke doesn’t have fans, it has fanatics. There’s an entire community with their own unique culture, language, and rituals. The Diet Coke Break has been an icon since the 90s and still going strong.

My Role Creative Direction / Design

Working collaboratively with both above- and below-the-line teams, I helped bring the national campaign "This is My Taste" to life, ensuring its success on both national and local levels.