Diet Coke's New Campaign: From '90s Smoulder to Modern Self-Care with Jamie Dornan
By
Katy Cowan
Lightly browned and well buttered. A solid pick from the rack.
Summary
Diet Coke's latest campaign shifts from the slow-mo smoulder of its iconic '90s ads to a modern self-care theme, featuring Jamie Dornan in a cold-water swim. The article reflects on the evolution of Diet Coke's advertising, from the 1994 hit with Lucky Vanous to the 2013 success with Andrew Cooper, highlighting how the brand adapts to changing cultural trends.
Key quotes
· 3 pulledFirst aired in 1994, it became an unexpected hit for Coca-Cola.
The campaign was one of the first to flip the script in TV advertising.
The '90s office crush ad gets an icy update as Diet Coke's latest campaign swaps ogling for modern self-care.
You might also wanna read
Lucky Generals launches warm, witty Yorkshire Tea campaign celebrating life's special moments
Lucky Generals has launched a new advertising campaign for Yorkshire Tea, centered on the idea that certain moments in life call for the pre
Creative Boom·2mo ago
Cannes Lions Festival Evolves: From Creative Films to Commercial Sales and Logistical Challenges
The article discusses the evolution of the Cannes Lions International Festival of Creativity, which has transformed from a celebration of cr
adweek.it·3d ago
Jason Sudeikis, Stephen Graham Star in Burberry's Football-Themed Autumn 2026 Campaign
Burberry's Autumn 2026 campaign, "A Good Sport," features actors Jason Sudeikis, Stephen Graham, Jodie Turner-Smith, and others alongside fo
Variety·5d ago
The rise of absurdist humour in advertising: creative strategy or strategic crutch?
The article examines the growing trend of absurdist humour in mainstream advertising, using Domino's new campaign as a case study. It traces
Creative Boom·3mo ago
Are brand collaborations reaching a saturation point? Marketing experts weigh in
The article examines whether brand collaborations have reached a saturation point in modern marketing. It argues that every cultural moment
Creative Boom·3mo ago
Transatlantic ad experts debate the declining magic of Super Bowl commercials in 2026
Two advertising professionals — an American and a Scot — review and debate the 2026 Super Bowl ads, finding that the $8 million, 30-second s
Creative Boom·3mo ago