The Background
Diet Coke isn’t just popular. It’s iconic. It’s the second most-loved drink in the Coca-Cola portfolio and has built a following that borders on obsession.

It doesn’t try to be regular Coke. Diet Coke has a bold, unmistakable taste that stands on its own. And that’s exactly why people love it.

This brand doesn’t have fans. It has loyalists. A devoted community with its own language, rituals, and sense of style. From the legendary Diet Coke Break of the 90s to today’s culture-shaping moments, its impact is undeniable.

My Role: Creative Direction / Design
I led creative direction and design for the national “This is My Taste” campaign, bringing the brand’s bold, unapologetic spirit to life across national and local executions.