The Tease
Diet Coke starts acting a little suspicious online - posting vague notes, sad songs, and late-night thoughts that make it clear someone, or something, is still on its mind.
The Launch
Post Event
Pieces of the love letter appear across social, letting followers piece together how ‘down bad’ diet coke is.
Influencers are invited to a mysterious Valentine’s Day event hosted by Diet Coke, with no explanation of what’s being revealed. They share the cryptic invitations online, turning the comeback into something people want to be in on before it’s officially announced.
On Valentine’s Day, Diet Coke Cherry makes the relationship official with a launch party at The Nines in SoHo - part reunion, part hard launch, and entirely built for social.
After weeks of cryptic posts and mysterious invitations, the secret is finally out:
Diet Coke Cherry is back.
The party gives guests plenty of “hard launch” moments, including a Diet Coke Cherry photo booth and dirty soda bar designed to spark UGC and keep the comeback showing up on social.
The love language leaves the feed and enters the real world, with handwritten notes and romantic OOH keeping the campaign’s yearning alive.
dear cherry,
i tried to play it cool. really thought i was over it. then I started seeing you everywhere. in playlists. in poems. in every little red thing that made me look twice.
i caught myself checking the fridge again. and again. head over heels.
down bad.
you always had a way of making things more interesting. a little sweeter. a little bolder. never boring.
so enough with the pretending.
i miss you. actually, i miss us.
come back.
let’s do cold cans and late nights. let’s give them something to talk about. something to post about.
no soft launch this time.
diet coke cherry is back. true love always comes back.
love,
diet coke
p.s. great mixtape"
The hard launch lives on social through photo booth strips, party photos, and guest content that makes the comeback feel like something everyone wishes they were part of. After the launch, fans can DM personalized Diet Coke Cherry love notes to someone they’re down bad for - turning the comeback into a social love language people can keep sharing.
Down Bad
The Team
Annika Johnson, Art Director
Rylie Melton, Art Director
Nickolas Tsorvas, Copy Writer
Diet Coke Cherry ghosted its fans. We turned its Valentine’s Day return into a hard launch with the one that got away.