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.