Iconic soft drink brand Diet Coke has snapped up Fifty Shades of Grey star Jamie Dornan for a blockbuster new campaign that celebrates the power of individuality.
Devised by fashion and luxury creative agency Spring Studios in partnership with Exposure, Ogilvy and Essence Mediacom, ‘This is my Taste’ encourages Diet Coke fans to take ownership of their unique passions and ‘own’ their personal ‘Diet Coke break’ moment.
Centred around a 20-second hero spot that features a wide cast of characters including festival-goers, fashionistas and experimental chefs, the Dornan-led creative showcases the drink’s avant-garde role in advertising culture.
“I’m really pleased to join the Diet Coke family. The ‘This Is My Taste’ campaign resonated with me instantly as it reminds us all to take moments for ourselves to do whatever makes us happy,” Dornan said.
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“Especially if that includes taking a break in your day to drink a Diet Coke whilst lounging on a unicorn floatie.”
Paying homage to the Northern Irish actor’s very real love of cold-water swimming, the campaign will run across TV, cinema, video-on-demand, out-of-home and social media.
Diet Coke Great Britain marketing manager, Tara Byrnes added: “We’re excited to finally reveal our new This is My Taste campaign, fronted by Jamie Dornan. The campaign represents an evolution in the iconicity of a Diet Coke break, recognising its importance for our audience, and celebrating it from a brief treat to a moment of passion and pride.
“The new light-hearted campaign unites this audience, and we hope the work inspires people to own and celebrate their own individual style and taste and enjoy an iconic Diet Coke break, however they choose to.”
