New Blood Entry — The Other Coke
Award: Wood Pencil
Coca-Cola / 2024
‘Diet’ is a loaded, outdated word. It implies you need to change—which doesn’t resonate with Gen Z, who values self-expression and authenticity. We’re renaming Diet Coke to The Other Coke, celebrating our uniqueness. We’ll launch with OOH and social, introducing the new name and branding. We’ll reinforce this with customisable cans, so you can express your other. If your other is the same as another’s, you can share a Coke and connect (on social or IRL). We’ll aggregate everyone’s ‘other’ and highlight them on billboards around the world.*
*Starting where it’s called ‘Diet’, eventually replacing ‘Coke Light’
