Wieden+Kennedy pit grannies against dating apps for Diet Coke

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by Josh Hall

Diet Coke has launched a new multi-million-pound campaign intended to target both existing customers and a "new wave of fans".

The 'You Do You' campaign features ads seeing people from unexpected demographics "unashamedly embracing mainstream trends."

In the first TV spot, launching today, two pensioners are seen using a dating app and talking to potential matches.

Created by Wieden+Kennedy London, the campaign will run across TV, radio, outdoor, digital, social, and PR.

It will also include the launch of eight new limited-edition cans for the UK market, featuring zeitgeisty phrases such as "It's lit".

Diet Coke has also partnered with Snapchat to create lenses incorporating the phrases.

Commenting on the launch, Tuuli Turunen, marketing manager for Diet Coke, said: “As we continue to evolve and update the Diet Coke brand for both loyal drinkers and a new wave of fans coming into the brand for the first time, we’re really excited about the launch of our new campaign, You Do You.

“Diet Coke is enjoyed every day and the launch of the new light-hearted campaign to celebrate everyday ‘you do you’ moments from embracing cultural trends to enjoying everyday pleasures aims to encourage our fans to just be themselves.”

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