Diet Coke unveiled the brand’s new ‘Just because’ campaign with the release of the remixed version of its classic jingle. The campaign conceptualized by New York City-based advertising agency- Droga5 London captures the unapologetic spirit of fans.
The new Diet Coke campaign has been launched with a bang with a seductive retro makeover of the brand’s classic “Just for the taste of it” jingle. The jingle used to introduce the brand in 1982 has been remixed by Grammy Award-winning artist Thundercat.
The brand has collaborated with Droga5 London for the first time to create Diet Coke’s latest campaign. The 60-second spot released as a toast for all the Diet Coke drinkers captures the “positive and unapologetic attitude”, and the mischievous light-hearted spirit of Diet coke fans “who love what they love and don’t justify doing things their way.” The spot comes at a time when the United Kingdom has finally reopened after a strenuous lockdown. “Just because” will run across TV, out of home, digital, social and PR.
The multichannel campaign directed by Anonymous Content’s Autumn de Wilde has been launched in Great Britain and Ireland. Director de Wilde, who has previously worked with Droga5 London on a Uniqlo dance-theme spot, expressing the thrill of having the opportunity to collaborate again with David Kolbusz and the Droga5 London electric team, said, “To be reunited to direct and photograph the iconic Diet Coke brand is an absolute dream.”
The new version of the brand’s jingle has a laid-back, seductively trippy, 70s feel and shows a series of joyous moments from characters including a silver-haired gamer, a woman who pops to the corner shop in her pyjamas, a man in hair curlers, a guy in a three-piece suit riding a mechanical bunny at an arcade, a woman who rips her bra off in a taxi and people dancing in a bowling alley out with their cans of Diet Coke.
“Just for the taste of it” jingle and slogan released in 1982, dominated Diet Coke’s advertising in the 1980s and has been in use since then. The song has been reviewed at various times including a revised version from musical artist Elton John. The current version in use is the 2014 revision. Thundercat with his unique artistic style has remixed the jingle as a more laid-back seductive retro mix compared to the peppier beat of the earlier versions. The easy-going performance captures the unapologetic nature of the “Just Because” sentiment.
Expressing the excitement over the launch of the brand’s new campaign, Amber Topalcik, Senior Brand Manager at Diet Coke, said, “With a broad, passionate, and loyal fanbase, this campaign celebrates them- people that challenge and embrace their lives in a positive way, with the confidence to do things their own way, ‘just because’.”
Follow and connect with us on Facebook, LinkedIn & Twitter
