In March a lot of people–and by “a lot of people” we mean “a bunch of journalists on Twitter who may or may not speak from personal experience”–made fun of Diet Coke’s “You’re on” tagline (though very little was said about the accompanying Droga5/Taylor Swift spot). From Gothamist:
“…there’s little doubt that Droga5, New York, who created the campaign, didn’t realize this and giggle to themselves about how clever it was.”
While the mockery was far less severe than that attached to other campaigns and probably didn’t do much to damage the product’s “brand perception” ratings, today we learned that the company took it so seriously that they decided to turn to their in-house team and start over (though Droga5 remains their AOR).
For the new, summer-ready campaign, the company returned to the tagline they’ve brought back from the dead at least three times since the early 80’s:
The spot it replaced after the jump.
Now pardon us while we editorialize for a brief moment: Coke may have been a bit bothered by the negative attention, but we certainly remembered that tagline, didn’t we?
The Droga5 campaign was all about positioning Diet Coke as an energy drink alternative, but what’s the angle on this new effort? And who will tweet a pic of this image?
Isn’t all publicity good?
Credits for the new spot:
Global Director, Film and Music Production: Rachel R. Holbrook
SVP Integrated Marketing Content and Design Excellence: Jonathan Mildenhall
Director of Multi-Media Production: Sarah Traverso
Creative Director: Adam Hunt
Editorial: Rock Paper Scissors
Editor: Grant Surmi
Creative Director: Angus Wall
Producer: Meagen Carroll
Assistant Editor: Arielle Zakowski
VFX, Graphics: a52, Elastic
Designer: Henry DeLeon
Animators: Ekin Akalin, Trix Taylor
Colorist: Paul Yacono
Lead Flame: Matt Sousa
Support Flame: Enid Dalkoff
VFX Producer: Meredith Cherniack
Executive Producer: Megan Meloth
Mixer: Loren Sibler
Producer: Jessica Locke
Music: Music Dealers
Composer, Artist: Kill the Alarm
Performers: Garen Gueyikian, Kyle Kelso