Work awarded 1st place in book180 x VML pitch awardsDiet Coke Cherry is making its big return after 6 years, and we need an announcement that connects with āIt Girlsā. Letās use an old art movement based on indulgence ā rococo ā to make a campaign as expressive and bold as the āIt Girlsā are.
Weāll call our campaign āRoCokecoā.
The Tease
A series of vague cherry themed posts will arrive on diet coke socials ā sending fans into confusion.
The Launch
Diet Coke Cherry takes over the New York Subway by āRocokecifyingā the train ā turning mundane and minimalist into a symbol of indulgence and character, while meeting āIt Girlsā where they are.
Social reactions will help build the stunt, as people try to understand what is going on during their train ride. Diet Coke will respond accordingly, of course.
RoCokeco wonāt stop at the train. Weāll RoCokeify other spaces as well, in order to show that indulgence has truly returned with the arrival of diet coke cherry.
The Rocokeco āIt Girlā experience joins United, as we reward some lucky flyers with an unexpected and elegant upgrade that includes a RoCokecified seat and free Diet Coke Cherry.
Brittany Broski rules the royal court; interviewing guests of all kinds in her medieval themed interview space. This time around sheāll have a āRoCokecoā version with Sofia Coppola joining the court.
PR Stunt
ReCokeco goes international by pranking the national gallery. Weāll host a reCokeco party at the national gallery filled with music, dancing, and lots of Diet Coke Cherry until we inevitably get kicked out for having beverages.
ReCokeco is all about celebrating indulgence, so why not indulge everywhere?
OOH
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