Live Guilt-Free
<Diet Coke>

We took a hemorrhaging legacy brand back to its heartland, with a twist.

With the launch of Coke Zero, Diet Coke (well, diet anything) felt decidedly uncool. Diet Coke was losing market share, so we won back our heartland by shifting the narrative from denial to the joy of indulging in guilt-free pleasures.

Photographer: Erwin Olaf