Diet Coke

Once upon a time Diet Coke ads could be counted on to contain sexy half naked men and that was about it. While I personally never had a problem with that, it was decided that Diet Coke needed a fresh kind of campaign in 2009. Specifically, the brief was to push the DC brand into the area of fashion. To achieve this, we steered away from a classic above the line campaign. Instead, we worked with experiential marketers Naked to create the Diet Coke Little Black Dress campaign.

This campaign was based around a visual link between the Diet Coke bottle and the shape of the classic 'LBD'. Both are dark, sleek and shapely - and essential for every chick to own! Starting with a series of posters, we introduced this idea using a range of fashion sketches done by designers such as Alex Perry, Willow and Alice McCall. This led up to an actual Diet Coke Little Black Dress show at Australian Fashion Week. Sponsored by Diet Coke, this showcased a range of LBDs done by selected Australian designers. Each designer put their own little twist on the LBD, and the models walked down a runway through DC bottle-shaped archways. Overall it was a different way 'in' to fashion, and gave the brand a strong presence in this arena which they will continue to build on.

Diet Coke 'Little Black Dress' Campaign from Emma Den-Ouden on Vimeo.

Diet Coke 'Little Black Dress' Show Highlights from Emma Den-Ouden on Vimeo.

Client: Coca Cola Australia
Agency: Ogilvy Sydney/Naked
Writer: Emma Den-Ouden
Art Director: Aaron Vella
Event Creative Director: Jonathan Pease
Creative Group Head: Boris Garelja