Millennials enjoy Diet Coke but feel a disconnect from the brand. The objective is to increase brand engagement with millennial women ages 18-25 by 50% by converting brand loyal customers into advocates. These women are busy but rely on Diet Coke as a caffeine boost and bridge between their personal and work lives. The promise is for Diet Coke to understand millennial lifestyles and motivate them to achieve ambitions with its refreshing taste. Tactics will include social media, user-generated content, and events.

1. THINK.
DRINK.
CReATivE
BRIEF.
repeat.

2. Creative Brief
Client Name: Diet Coke
Background/Overview/Key Fact: Millennials enjoy the light taste of Diet Coke but
there is a disconnect between the brand and engagement with millennial consumers.
Problem: These days, millennials have unlimited brands to choose from and only so
much time and energy to connect with certain brands they love. The current Diet Coke
marketing strategy is not resonating with current millennial lifestyles enough to inspire
brand advocacy.
Objective: To convert brand loyals into brand advocates by increasing engagement with
the brand by 50% by the end of the campaign.
Target Audience: Women between the ages of 18–25 who drink Diet Coke daily or more
often. They are well-educated and motivated and live a full, busy lifestyle. They are very
active virtually, engaging both on social media and in person, with friends and family.
They crave the crisp, refreshing pick-me-up taste of diet soda. They drink and prefer Diet
Coke, and are considered “brand loyal”. They struggle with two key challenges: 1) Taking
care of their bodies remains a constant struggle as a result of the amount of time spent
working or studying 2) Balancing work and play during the erratic transition into being
an adult.
Target Insight: “I’m a 22 year old college graduate, beginning my first job. I rely on caf-
feinated drinks that will keep me going through my busy day. I love the light feeling and
the refreshing bite of Diet Coke, but I don’t feel like the brand understands me. However,
in my hectic schedule Diet Coke is a constant that I draw my confidence and motivation
from—it’s the bridge between my personal life and work life.”
Consumer Mindset: These consumers currently love drinking Diet Coke. They may fol-
low them on social platforms, but lack true connection with the brand. A disparity exists
between product affinity and brand affinity. Most feel that Diet Coke identifies with older
generations, but they do not feel it represents the millennial mindset and lifestyle.
Promise: Diet Coke understands millennial’s lifestyles and is there as a motivator to
help them achieve their ambitions, with it’s light and refreshing taste.
Support: Constant, Reliable, Motivational, Connected, Understanding, Personal, Re-
latable, Revitalizing, Stimulating, Caffeinated, Sugar and Calorie-Free, Team-oriented,
Guilt-free
Necessary Tactics: All social media platforms, user-generated content, microsite, pro-
motional content, events/sponsorships.