Jamie Dornan and Diet Coke Encourage You to Take Ownership of Your Unique Passions

Diet Coke has today revealed its new brand campaign, This is My Taste, which encourages Diet Coke fans to proudly take ownership of their unique passions and own their Diet Coke break moment, however they choose to take it.

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 festivalgoers, fashionistas and experimental chefs, who are all united by their bold style and self-expression.

Announced as the new ambassador of the brand last month, Jamie’s appointment builds on the brand’s rich history of collaborating with some of the biggest names in film, fashion and culture. With a brand new TVC set to launch today, the creative reveals Jamie’s authentic love of cold-water swimming, with a cheeky Diet Coke twist.

Jamie Dornan commented on his appointment, “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.”

Tara Byrnes, marketing manager for Diet Coke Great Britain, commented, "We’re excited to finally reveal our new This is My Taste campaign, fronted by Jamie Dornan.

The 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. The 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 enjoy an iconic Diet Coke break, however they choose to.”

The through-the-line campaign was developed by fashion and luxury creative agency Spring Studios in partnership with Exposure, Ogilvy and Essence Mediacom and launches today across TV, Film, VOD, OOH, Social and PR.