Diet Coke Is Retweeting Its Biggest Fans in Suddenly Extravagant Ways

Surprise RTs pop up in the real world

Headshot of Tim Nudd

A retweet is nice and all. But as an expression of affection, it's woefully lame.

Diet Coke understand this, and is taking a grand new approach to retweeting love notes from fans. Instead of just hitting a button on Twitter, it's retweeting the tweets out in the real world—in beautifully designed ads on billboards, custom jewelry, framed artwork, magazine pages and more. The surprise RTs will be tailored to each individual tweet, and will roll out throughout the fall.

The "Retweets of Love" campaign—by ad agency Droga5, with help from acclaimed designers and illustrators including Erik Marinovich, Marta Cerdà Alimbau and Jeff Rogers—begins this week with a billboard in Times Square, where three tweets from Diet Coke fans in Texas, Oregon and Virginia are being retweeted in front of the masses.

"We've been connecting with our biggest and most passionate fans through social media for years, but we felt it was time to return that love in way that's as big as our appreciation. A simple retweet just isn't enough for our loyal fans who love the great taste of Diet Coke," said Danielle Henry, group director of integrated marketing content at Coca-Cola North America. "We can't wait for our Diet Coke enthusiasts to see their tweets reimagined into displays of affection that are as unique as they are."

"Retweets of Love" is an extension of Diet Coke's "Get a Taste" campaign, which launched last fall.


Client: The Coca Cola Company

Project: Retweets Of Love

Senior Manager, IMC: Kate Santore

Manager, Communications: Abby Peck

Senior Manager, Connections: Robin Triplett

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Group Creative Director: Justin Ruben

Senior Art Director: Emmie Nostitz

Senior Copywriter: Erica Pressly

Junior Art Director: Paige Whitaker

Junior Copywriter: Tori Nygren

Chief Creation Officer: Sally-Ann Dale

Head of Art Production: Cliff Lewis

Junior Associate Broadcast Producer: Gabija Blake

Senior Art Producer: Hillary Frileck

Executive Print Production Producer: Jeannie O'Toole

Social Producer: Jem Michael

Global Chief Strategy Officer: Jonny Bauer

Head of Strategy: Chet Gulland

Strategy Director: Katy Alonzo

Senior Strategist: Zack Cohn

Senior Social Strategist: Kat Popiel

Social Manager: Maureen O'Brien

Group Account Director: Tamera Geddes

Account Director: Megan Gokey

Account Manager: Molly Wheeler

Account Manager: Becky Charap

Senior Project Manager: Amy Blitzer

Photography: Droga5

Photographer: Paul McGeiver

Associate Photographer: Robert Ohman


Erik Marinovich

Jeff Rogers

Marta Cerda Alimbau

Like Minded Studio

Sarah Coleman

Ben Johnston

Luke Lucas

Gemma O'Brien

@nudd Tim Nudd is a former creative editor of Adweek.