To launch Diet Coke’s one-of-a-kind ‘It’s Mine’ bottles as the season’s must-have accessory, the campaign spanned influencer seeding, experiential design, and social amplification.

Before retail launch, the team created three-tiered influencer kits—including personalized, bedazzled bottles sent to the Kardashians—generating millions of impressions when Kim and Kris shared on social. During New York Fashion Week, a partnership with celebrity stylist Brad Goreski brought a pop-up fashion house to life, featuring a radiant bottle-wall backdrop, a product chandelier, and color-coordinated accessory tables. An email campaign and RSVP microsite drove attendance and created urgency around the limited-edition launch.

The campaign successfully positioned Diet Coke as fashion-forward, generated significant earned media coverage, and drove retail velocity in the critical launch window.