The driving idea behind The Taste Test was to celebrate Diet Coke drinkers' bold, rebellious spirit in a way that felt highly personal, interactive, and shareable. Rather than simply telling fans they were unique, we created an experience that proved it—transforming their individual tastes into visually stunning, AI-generated personas that seamlessly integrated the iconic Diet Coke can.
Our specific goals were threefold:
- Engage and Delight – By developing an immersive mobile app and personality quiz, we aimed to make self-expression fun and rewarding, ensuring fans felt seen and celebrated.
- Encourage Repeat Participation – Rolling out new passion points over time kept users coming back, reinforcing loyalty and deepening engagement with the brand.
- Drive Social Amplification – With striking AI-generated images and the ability to win prizes, we motivated fans to share their personas, sparking organic conversation and increasing Diet Coke’s cultural footprint.
Ultimately, The Taste Test transformed Diet Coke from a beverage into a badge of individuality—where every sip was a statement of bold, unapologetic taste.
To bring The Taste Test to life, we developed a strategic plan that combined cutting-edge AI, seamless user interaction, and a dynamic engagement model.
Plan of Action & Execution
- Creating a Personalized Experience – We designed an intuitive mobile app that allowed fans to scan their Diet Coke cans and rank their passion points (e.g., Food, Fashion, Beauty, Outdoors). This input generated a unique persona, making each experience deeply personal.
- Custom AI Model Development – To ensure brand authenticity, we built a proprietary AI model capable of integrating the Diet Coke can into visually striking, high-fidelity images. This required training the AI to recognize and accurately render brand elements like condensation, logo placement, and packaging details—ensuring each result was unmistakably Diet Coke.
- Sustained Engagement Strategy – To keep users returning, we periodically introduced new passion points and personas, ensuring fresh, shareable content. Fans were also incentivized with the chance to win prizes, reinforcing participation.
- Social Sharing & Virality – We optimized personas for effortless social sharing, leveraging user-generated content to amplify Diet Coke’s brand message across digital platforms.
Key Features
- AI-Generated Personas: Stunning, personalized images that seamlessly integrated the Diet Coke can.
- Seamless Can Scanning: A frictionless start to the experience, reinforcing the physical-to-digital connection.
- Dynamic Passion Point System: A continuously evolving framework that kept the experience fresh and exciting.
- Prize Incentives: Gamified rewards to enhance participation and loyalty.
Challenges & How We Overcame Them
- AI Model Accuracy & Brand Fidelity – Standard AI image-generation tools struggled with maintaining the integrity of Diet Coke’s branding. To solve this, we trained a custom AI model that could consistently render the can with precise detail.
- Ensuring User Engagement Over Time – To avoid a one-and-done interaction, we introduced rolling content updates, encouraging fans to return and discover new personas.
- Encouraging Social Sharing – We knew that visually stunning results alone weren’t enough—so we optimized image formats and messaging for effortless sharing across social platforms, making it easy for fans to amplify the campaign organically.
Why This Work is Unique
The Taste Test was more than just a marketing activation; it was a statement about individuality and self-expression. By blending AI, gamification, and community-driven storytelling, we transformed a simple can of Diet Coke into a digital mirror of its drinkers’ bold personalities. This campaign didn’t just engage fans—it made them feel truly seen, sparking organic conversation and reinforcing Diet Coke as a cultural icon.
The Taste Test successfully met our objectives by driving engagement, encouraging repeat participation, and amplifying Diet Coke’s brand message through social sharing.
- Engagement & Delight – Tens of thousands of unique personas were created, proving that fans resonated with the experience. The seamless AI integration and highly personalized results made the campaign fun, interactive, and rewarding.
- Repeat Participation – By introducing new passion points and incentives over time, we achieved high user return rates, demonstrating long-term engagement rather than a one-time activation.
- Social Amplification – Fans eagerly shared their AI-generated personas, fueling organic buzz across platforms and reinforcing Diet Coke’s bold, self-expressive brand identity.
Our success wasn’t just measured in numbers—it was seen in how fans embraced and shared their unique personas. By making every interaction feel personal and rewarding, we turned a simple beverage into a statement of individuality, cementing Diet Coke’s cultural relevance.
Video for Diet Coke's Taste Test
