2020 proved that our super fans are in a club all their own, so in 2021 we made it official with the creation of Club Diet Coke. Our intention and execution were simple: identify our top-tier fans and create a community for them to come together and rep their brand enthusiasm. During the summer, we teased the club on Twitter and sent a handful of our most engaged community members branded kits for them to share UGC of in advance of the launch.
All we needed to launch?
A single tweet. Engagement spiked and our DMs exploded as everyone expressed desire for Diet Coke VIP status.
We launched with kits and a digital extension to give even more fans VIP status, and we kept the momentum by extending Club Diet Coke to our community on Instagram, too.
The summer launch left our loyalists eager for more Club Diet Coke, so we started dropping hints…
And then we flipped the fizzing script on Cyber Monday.
Instead of your basic post-black-friday sale, we engaged with our loyalists and gave them another chance to get vip status.