Diet Coke was one of Coca Cola Limited’s most successful new product launches. Whitney Houston sang “just for the taste of it” and Wayne Gretzky gave it his plug. But things changed. Everything else became diet, and bottled water started to steal market share. I had to get in touch with my feminine side and find ways to connect the brand with women. The idea of the small, everyday guilt-free indulgence resonated with our audience. Both brand health measures and market share went up and grew for the duration of the campaign. As far as getting in touch with my feminine side is concerned, I have “nothing to justify.”

WRITERS: Al Moran, Lyranda Martin-Evans
ART DIRECTION: Gerald Schoenhoff
CREATIVE DIRECTION: Stephen Crete, Gerald Schoenhoff
AGENCY: Cossette
CLIENT: Coca Cola Limited