Diet Coke is a basic bitch icon - and why should we be ashamed just because some cool kids think it's lame to be mainstream and female? We are BOSSING being mainstream. Like, total mainstream queens.
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.
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