Diet Coke

Diet Coke Shares Unapologetic LGBTQ+ Stories

In a world where authenticity is becoming increasingly valuable, how does a global brand like Diet Coke connect with the LGBTQIA+ community in a meaningful way? This was the challenge faced by Diet Coke in June 2019, as they sought to celebrate Pride Month while staying true to their brand essence of hustle and exploration.

Brief Overview
Developed and executed a groundbreaking Pride Month campaign for Diet Coke, partnering with Pride Media to authentically connect with the LGBTQIA+ community while staying true to the brand’s essence of hustle and exploration.

Key Skills
– Brand Partnership Development
– Multimedia Content Production
– Inclusive Marketing
– Storytelling
– Social Media Strategy
– LGBTQIA+ Community Engagement
– Celebrity/Influencer Collaboration

Challenge
Create a meaningful connection between Diet Coke and the LGBTQIA+ community during Pride Month, while maintaining brand authenticity and avoiding tokenism.

Solution
– Partnered with Pride Media for authentic LGBTQIA+ representation
– Featured three LGBTQIA+ trailblazers: Jacob Tobia, Mj Rodriguez, and Nyle DiMarco
– Produced a multi-format content series:
– Static imagery
– Portrait shots
– Talent videos with cut-down versions
– Branded editorials
– Focused on personal stories of hustle, exploration, and living authentically
– Directed by Luke Gilford to ensure artistic and narrative cohesion

Results
– Sparked meaningful conversations about identity and perseverance
– Increased positive brand perception within the LGBTQIA+ community
– Provided new role models for LGBTQIA+ youth
– Elevated Diet Coke from a beverage to a brand that stands for authenticity and individuality
– Generated significant social media engagement and discussion
– Positioned Diet Coke as an authentic ally to the LGBTQIA+ community

My Role | VP, Content Director
– Oversaw partnership development with Pride Media
– Coordinated talent selection and management
– Collaborated with director Luke Gilford on content creation
– Ensured alignment with Diet Coke’s brand values and marketing goals
– Managed multi-platform content distribution strategy

Project Details
– Client: Diet Coke
– Campaign Name: Diet Coke Pride Month Campaign
– Partners: Pride Media
– Featured Talent: Jacob Tobia, Mj Rodriguez, Nyle DiMarco
– Director: Luke Gilford
– VP, Group Director, UM Studios: Tamika Blockett
– Associate Creative Director, UM Studios: Andrea Messer
– Content Manager: UM Studios: Luz 
– Date: June 2019

## Additional Information
The Diet Coke Pride Month campaign of 2019 exemplifies how brands can meaningfully engage with social causes and communities. By focusing on authentic storytelling and representation, Diet Coke successfully transformed its brand perception from just a beverage to a supportive ally of the LGBTQIA+ community. The campaign’s success lay in its ability to showcase the multifaceted nature of LGBTQIA+ individuals, moving beyond stereotypes to tell complex, inspiring stories of personal triumph and self-expression. This approach not only resonated with the LGBTQIA+ community but also broadened the appeal of Diet Coke to a wider audience who appreciated the brand’s commitment to authenticity and inclusivity. The campaign serves as a model for how brands can navigate sensitive topics and create impactful, socially responsible marketing that goes beyond surface-level engagement to foster genuine connections and positive change.