Value Propositions

Diet Coke


Renew the emotional relevance of Diet Coke among multicultural youth, who were moving away from carbonated drinks in favor of more modern alternative beverages.

Passion Points Leading Indicator

A +140% increase in the “Carrying On Family Traditions” Passion Points among multicultural young adults was also the dominant Passion Point connection these consumers made to Diet Coke


A new value proposition celebrated (rather than apologized for) Diet’s Coke’s connection with young adults’ past. The “Drink What Your Mama Gave Ya” campaign produced +4% volume growth in a declining (or flat) category.

Become A Subscriber