Popular soda brand Coca-Cola has just launched a limited-edition range of its Diet Coke cans titled [unlabled] with the intention to help American people start a conversation about the complex, and often quite sensitive, topic of labels. Especially social ones. The cans got stripped down in a partnership with creative agency Anomaly and several other organizations such as GLAAD, Human Rights Campaign (HRC), and American Association of People with Disabilities (AAPD). The six new containers will take the stage at select cultural events this summer, including Essence Fest, Girlboss Rally, the National Urban League’s annual conference, and Pride parades in Los Angeles, New York City, and San Diego.
At first, [unlabled] aims to explore the nuances of different labels and what they exactly mean to people around the globe. Some of the labels are encouraging and earned, whilst others are unwarranted and imposed. What does this mean? Well, replace the word ‘labels’ with ‘humans’ and you will get people either fighting and embracing labels to express their personality, or rejecting labels that are all about stigma and stereotypes. In which category are you?
“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,” Kerri Kopp, Group Director, Diet Coke, explains Coke’s point of view. “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,” she continues.
The campaign was created to support Coca-Cola Company’s values that celebrate diversity and inclusion. Labels are synonymous with one’s identity. In this case, the company encourages Diet Coke drinkers to live their lives to the fullest, while keeping true to the brand’s heritage. “In today’s culture, people believe in a world where everyone can be their true, best selves – and Diet Coke wants to celebrate that,” Kopp said. “We’ve been our fans’ wingman since the ‘80s, and we continue to listen to what’s important to them and honor who they are.”
To promote the campaign, Coca-Cola created a website and a series of short videos. Plus, the brand invited representatives from the above-mentioned organizations, as well as some of its employees to come and speak about their lives. To listen to their stories, you can go to dietcoke.com/unlabeled/, where you’ll get to celebrate the individuality and self-expression along with them.
“As part of our brand recast, we set out to recruit the next generation of Diet Coke drinkers, including millennials and Gen We,” explains Danielle Henry, Group Director, Integrated Content at Diet Coke. “These generations expect brands to reflect their core values take a stand on issues that matter to them. Having a credible and relevant personality and point of view is now the cost of entry. With [unlabeled], we’re seizing a unique and powerful opportunity to use the Diet Coke voice for good and to show our fans that we see – and celebrate – them,” she concludes.
The brand has pledged to use its own resources and connections to design a series of [unlabeled] spaces, where people can be free. Also, Coca-Cola has dedicated a high-profile real estate in New York City to a diverse group of [unlabled] people who are fully confident in their powers. Lastly, Diet Coke will transform its social media channels into a place where people can express themselves and can have an honest conversation about labels and what they really are.