MAKE THE FIRST MOVE

Tired of being taken too lightly, Diet Coke wanted to reposition around the idea that “Boldness Brings Rewards”. Our task was to put the idea in orbit – so we figured, let’s get people to do what it says on the tin. Using the cans to carry our message, we helped them identify with different types of everyday boldness and simultaneously associate boldness with the brand. Whether your bold style was the prophesy of the vending machine or hand-picked by you or a friend, every can unlocked simple, fun challenges to act with everyday boldness – and rewarded you for sharing your examples.