Regular Coke and Diet Coke have new campaigns underway for the fall.
Coke has launched a campaign to mark Hispanic Heritage Month (Sept. 15 to Oct. 15), and Diet Coke is running a "ReTweets of Love" social campaign.
Coke and David The Agency created a three-minute video, "Orgulloso De Ser,” featuring Latinos talking about their deep respect for family and the heritage of their family names. The film also shows some of those interviewed using a specially created Coca-Cola "Heritage Tattoo Can" to apply temporary tattoos of their surnames (shown).
An English version of the video is viewable on a dedicated "Celebrate Your Heritage" page within the site where consumers can order personalized "Share A Coke" bottles. As part of the campaign, the brand is suggesting that Latinos may want to purchase Cokes personalized with their last names to "share [their] pride with the world."
The campaign also encourages Latino fans to use #OrgullosoDeSer and #[InsertLastName] to post special family moments and their own reasons for being proud to be Latino, and to share the video on their social media accounts.
Meanwhile, Diet Coke's new social campaign goes beyond retweeting fans' comments, by "reimagining" the tweets in public and unexpected places.
"ReTweets of Love," an extension of the brand's umbrella "Get a Taste" campaign, will run through October. It kicked off this week in New York City's Times Square, with three brand-love tweets from Diet Coke fans from Texas, Oregon and Virginia being featured on a large billboard for a week.
Other fans' tweets will be turned into graphics and objects — such as framed artwork, a wall mural in New York City, magazine ads and a piece of jewelry — by designers and illustrators including Erik Marinovich, Marta Cerdà Alimbau and Jeff Rogers.
Fans who tweet their love for the diet beverage brand on Twitter @DietCoke during this month or next might see their tweets incorporated in the campaign.
Diet Coke will be posting photos and videos from the campaign's public displays to the brand’s Twitter page.
The social media campaign was developed by Droga5 New York, Diet Coke's agency of record.