The Ask - Diet Coke sales were declining because 'super-dailies' - people who drink more than 4 Diet Cokes per day - were choosing to drink coffee in the morning and water with meals.
The Answer - Remind 'super-dailies' that Diet Coke is perfect for every occasion! This print campaign was designed to remind hardcore Diet Coke drinkers that Diet Coke is a more satisfying choice than water, coffee, or any other beverage on planet Earth. If you love Diet Coke, it's your 'go to' from the moment you wake up to the moment you go to sleep. When they launched, these ads were favorably reviewed on AdCritic, and 'super-dailies' bought more Diet Coke.
[CW's - Henry Mathieu + Rodd Chant | AD Richard Velloso]
Never Be Flat.
The Ask - Reinforce what people already know: Diet Coke gives you an effervescent lift.
The Answer - Make the effervesce look really appealing. This, 'Never Be Flat,' integrated campaign featured animated bubbles emanating from the iconic silver can. This was the first TV spot I wrote that was broadcast nationally. I have fond memories of my family blowing up my cell phone with textos, "We saw your commercial on the Winter Olympics!"
[CW – Henry Mathieu | AD – Mark Warfield | CD – Gary Resch]