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01 — Diet Coke Cherry

Down Bad

Diet Coke Cherry ghosted its fans. We turned its Valentine’s Day return into a hard launch with the one that got away.

Integrated CampaignSocialExperientialOOHBook180 Spec

Copywriter — Nickolas Tsorvas
Art directors — Rylie Melton and Annika Johnson

Bus shelter ad: “This One’s Going In The Fridge” beside a photo of two people’s legs in a photobooth, one holding a Diet Coke Cherry

Tease

Diet Coke starts acting like someone who misses an ex: a sad-song Story, a cryptic note and a tweet sent at 4am.

Instagram Story from Diet Coke sharing a sad song on a spinning record, captioned “true love always comes back” (view larger)
Instagram note from Diet Coke: “come back. let’s do cold cans and late nights.” (view larger)
Tweet from Diet Coke: “i caught myself checking the fridge again. and again. head over heels. down bad.” (view larger)

Invitation

A reunion worth making plans for.

A handwritten note in a red envelope sealed with a “DC” wax stamp: “true love found its way back. diet coke and cherry are making it official this valentine’s day. come celebrate the hard launch. date soon?” (view larger)

Launch

The launch party gives fans a photobooth, a dirty soda bar, and a reason to make their return official.

A red photobooth with a “Cherry Diet Coke Photobooth” sign; two people’s legs show beneath the curtain (view larger)
Dirty Soda Bar coasters printed with “Diet Coke Cherry” and a cherry, with the line “Cocktails & Mocktails Featuring Cherry Diet Coke” (view larger)

The full letter

On launch day the whole letter goes up, in two posts.

The letter

dear cherry, i tried to play it cool. really thought i was over it. then I started seeing you everywhere. in playlists. in poems. in every little red thing that made me look twice. i caught myself checking the fridge again. and again. head over heels. down bad. you always had a way of making things more interesting. a little sweeter. a little bolder. never boring. so enough with the pretending. i miss you. actually, i miss us. come back. let’s do cold cans and late nights. let’s give them something to talk about. something to post about. no soft launch this time. diet coke cherry is back. true love always comes back. love, diet coke p.s. great mixtape

Diet Coke Instagram post with the first half of the love letter, beginning “dear cherry, i tried to play it cool.” (view larger)
Diet Coke Instagram post with the second half of the love letter, ending “love, diet coke. p.s. great mixtape” (view larger)

Sustain

After the party, the affection keeps going: guests’ photobooth pictures on the feed, and a candygram from a secret admirer.

Diet Coke Instagram post of a black-and-white photobooth picture: two party guests holding Diet Coke Cherry cans to their cheeks (view larger)
Lace-edged red candygram card reading “To: Cherry. From: Secret Admirer.” with the Diet Coke logo and a cherry (view larger)

OOH

The same love story, out in public.

Bus shelter poster styled as a handwritten note: “I Love You Cherry Diet Coke. Your Beloved, Diet Coke” (view larger)

Credits

Copywriter
Nickolas Tsorvas
Art directors
Rylie Melton and Annika Johnson

Book180 Spec. This is spec work. The posts, launch party, candygram and out-of-home shown are proposed concepts, not things that ran, and any numbers in the mockups are not results.