We made Diet Coke a basic bitch icon - why should we be ashamed just because some cool kids think it's lame to be mainstream and female? We are BOSSING being mainstream.
We leaned into hun culture to create a campaign full of in-jokes that spoke to the audience in their own language, not the language of brands (Fiat 500, jeans-and-a-nice-top, Love Island, #spons) and helped create an iconic set of cans that were genuinely engaged with and loved by our audience. Paid for spots were supported by minimally branded stickers and gifs to encourage organic sharing of the brand assets - and we soon saw these leeching into social.
This campaign actually had a lot of feminist theory behind it (the gender politics of vocal fry, anyone?) but shhh. That's a secret.
Phase One - You do you, hun.
Phase two - New year, new you do you