Diet Coke is removing its own labels to start a conversation about labels

By on Tuesday, July 16, 2019

Diet Coke is removing the labels from its cans to get people to talk about theirs.

A limited-edition run of label-less Diet Coke cans are being introduced at events and festivals across the Summer in the U.S – including Essence Fest, Girlboss Rally and Pride parades in Los Angeles and New York City.

“There’s no one-size-fits-all perspective, but we believe that openly and honestly discussing labels – both positive and negative – can lead to a better understanding of others,” said Kerri Kopp, group director, Diet Coke.

“The [unlabeled] platform is meant to facilitate a conversation across a variety of groups and mediums to explore the complexities of labels. By unpacking various labels, we hope to champion acceptance and create more meaningful connections.”

Behind the stunt is a series of videos that explore personal labels and what they mean to different people.

The brand is now considering putting the labelless cans into stores.




Comments are closed.

Get the best creative brand campaigns directly to your inbox, every Friday!

Hide forever...