'Go on', they said. 'Have your picture taken with the new Diet Coke Hunk.' What a rubbish idea that was..
2012 was an anniversary year for Diet Coke. So we brought back their most famous ambassador.
The key to this campaign's success was updating the role of the Diet Coke Women, first featured in the 1980s. No longer casual observers, they now were the catalysts for the story.
A campaign only carded to run in Europe, it went Stateside running during the Oscars.
Results: 3 million YouTube views, 1 billion social impressions, 400K social expressions, 96% positive sentiment, 92% brand attribution.