In a world teeming with fleeting trends and mounting pressures to conform, Diet Coke’s “This Is My Taste” campaign strikes a bold and refreshing chord. Anchored in individuality, self-expression, and unapologetic confidence, the campaign invites fans to embrace their passions—whatever form they take.
With a diverse cast led by the effortlessly charming Jamie Dornan, this multi-channel effort reimagines the iconic Diet Coke break for a new generation. From Dornan’s authentic love of cold-water swimming to cameos from vibrant creators like Debbie Dickson and Le Fil, the campaign blends fashion, personal style, and joy to redefine what it means to “own your taste.”
We caught up with Tara Byrnes, Senior Brand Manager at Diet Coke Great Britain and Ireland, to take a closer look at how this innovative project came to life, connecting deeply with its audience while standing out in a crowded marketplace.
What’s the main message of this project and why does it matter?
Diet Coke’s New Campaign - This Is My Taste - celebrates individuals who are unapologetically themselves and who follow the passions, pursuits and pleasures that set them apart.
In a world where people can feel pressure to fit in with the latest trend, the campaign encourages fans to be confident and true to themselves, enjoying their Diet Coke break their way.
Whether that’s a moment away from their desk, sneaking away from the family or treating a daily commute like it’s a catwalk, this campaign celebrates the Diet Coke moments that are theirs and theirs alone.
The multi-channel and multi-million-pound campaign features a wide cast of characters, including the new ambassador of the brand – Jamie Dornan – as well as fashionistas and experimental chefs.
As part of this new campaign, we were able to announce Jamie Dornan as our new ambassador for the brand - who will build on Diet Coke’s legacy of partnering with some of the world’s leading talent.
On his appointment, Jamie said: “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. Especially if that includes taking a break in your day to drink a Diet Coke whilst lounging on a unicorn floatie.”
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
Diet Coke has over 41 years of rich heritage – with a long history of collaborating with some of the biggest names in film, fashion and culture across the world.
Our brand new TVC – which launched earlier in October 2024 - centres around Jamie Dornan’s authentic love of cold-water swimming, with a cheeky Diet Coke twist. Jamie has brought to life his own unique aesthetic, style and personality which we are really proud of, and we hope Diet Coke fans are inspired to do the same.
The overarching goal of our campaign with Jamie is to build meaningfulness for Diet Coke among our loyal fan base, encouraging them to take ownership of their own passions. Although Diet Coke has had an affinity with the world of fashion in the past, we hope through the new campaign it can become connected to more consumer passions and interests – encouraging them to embrace their unique taste.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
Diet Coke continues to embody fashion, innovation, embracing personal style and being unapologetically yourself – which remains a fundamental part of our creative process.
That is why alongside Jamie Dornan, we wanted to ensure that our concept appealed to our broad fan base – which is why our new TVC campaign also features Debbie Dickson, Le Fil, and Jamie-James Yates - who are all united by their bold style and self-expression - to inspire loyal fans, as well as a new generation of Diet Coke drinkers to be authentically themselves.
What do you hope it achieves for the brand?
The “This Is My Taste” 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.
Our 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 to enjoy an iconic Diet Coke break, however they choose to.
Credit list for the work?
The through-the-line campaign was developed by fashion and luxury creative agency Spring Studios in partnership with Exposure, Ogilvy and Essence Mediacom - across TV, Film, VOD, OOH, Social and PR. Please find the full list of credits below:
Creative Agency
- Spring Studios
Anonymous
- Director (AV Content), Bardia Zeinali
- DOP, Jake Scott
- Executive Producer, Shion Hayasaka
- Producer, James Grenall
- Production Manager, Fatima Zaman
- Production Manager, Mehreen Sheldon Ahmed
- Production Coordinator, Jess Glaus
- 1st Assistant Director, Julian Richards
- Gaffer, Reuben Garratt
- Sound Recordist, Sam Mendelssohn
- Production Designer, Danny Hyland
- Home Economist, Fran Paling
- Wardrobe Stylist, Stella Greenspan
- Makeup Artist, Hiromi Ueda
- Hair Stylist, Ali Pirzadeh
- Manicurist, Jessica Ciesco
- Marine Coordinator, Jonjo Stickland
- Ambassador Groomer, Ky Wilson
- Product Specialist, Nico Van Diek
- Location Manager, Hugo Smith-Bingham
MiniTitle
- Tom Johnson, Photographer (Key Visuals)
- Fist Assistant, James Hobson
- Producer, Alexandra Marshal
Final Cut
- Amanda James, Editor
- Matt Gabzdyl, Editor
- Nikki Porter, Senior Producer & Client Services Manager
Frame Store
- Sharma Lewis, VFX Producer
Company 3
- Colourist, Tim Masick
- Kevin Breheny, Head of Production
Factory
- Beth Massey, Senior Audio Producer
