Diet Coke launches ‘You do you’ campaign

Coca-Cola European Partners has unveiled a new campaign for Diet Coke, running with the strapline ‘You do you’.

The campaign includes two TV ads, on air from September, as well as outdoor and digital advertising, and social media and PR activity. It follows the brand launching eight limited-edition cans displaying phrases aimed at younger people, such as ‘can’t even’ and ‘it’s lit’.

The brand will also partner with Snapchat to offer users a face lens that features the phrases. The activity follows Coca-Cola unveiling its biggest-ever campaign for UEFA Euro 2020.