- Diet Coke suggests it can be a respite from the chaos and rush of modern life in its latest campaign.
- The effort, tagged “Know the Signs,” depicts individuals who are facing rushed workday lunches, quick-styled hair and simple, correctable mistakes, using the drink to take a break, reset and recharge before diving back in.
- The campaign features a voiceover from comedic actress Kristen Wiig and will run in 30- and 15-second versions on television and Diet Coke’s official social channels, employing the hashtags #KnowTheSigns and #DietCokeBreak.
“In today’s fast-paced world, it’s easy to forget the importance of taking a break when you need it,” says Sue Lynne Cha, vice president, marketing, Coca-Cola, North America at The Coca-Cola Company, in a statement. “With ‘Know the Signs,’ we’re reminding people that self-care doesn’t have to be complicated—it can start with something as small as taking a refreshing Diet Coke break. It’s about making time to enjoy the simple moments that can make a big difference.”
The commercials bring that idea to life by depicting real-life, relatable scenarios where a Diet Coke break might be warranted. “Desk Lunch,” for instance, shows a woman eating a pre-packaged salad at her desk while the voiceover explains she has been in back-to-back meetings. When a coworker brings her a Diet Coke, the woman signs off from her virtual meeting for a quick break. As the lighting changes to a brighter hue, the voiceover suggests she book some time off as well and the woman begins browsing for deals on trips to Italy. (The voiceover draws the connection between the Caesar salad she is eating and Rome.
Other spots in the campaign draw a connection to a woman’s ponytail and not having enough time to style her hair in the morning (but later making time to take a quick Diet Coke break with a cute co-worker) and a man who accidentally typed “Tuna” instead of “Tina” in an important e-mail. The Diet Coke break gives him a chance to think of a recovery plan.
The campaign was created by WPP Open X, led by Ogilvy, and supported by Hogarth and groupM in collaboration with Arts&Sciences, Human, Method and UTA Marketing.
