Diet Coke has launched the latest chapter of its “This Is My Taste” campaign, starring actor Jamie Dornan, showcasing his passion for cold-water swimming while encouraging consumers to embrace their own unique 8-minute breaks.
Building on last year’s successful partnership with Dornan as the brand ambassador, this new phase highlights the insight that the average Diet Coke break lasts just eight minutes—a brief yet powerful moment to recharge. The campaign inspires audiences to reclaim these moments, expressing their individuality and personal tastes.
Shot at Shepperton Open Water Swim in Surrey, the campaign’s hero film features Jamie enjoying an ice-cold Diet Coke before plunging into icy waters. Along the swim route, he encounters a variety of quirky characters engaged in their own distinctive breaks, from bird watching and radio-controlled boating to paddleboarding—one of the UK’s fastest-growing water sports.
This visually engaging campaign is supported by a multi-channel rollout, including earned media, social platforms, and influencer marketing, ensuring strong resonance across Great Britain and Ireland.
Tara Byrnes, senior brand manager for Diet Coke Great Britain, explained, “The average Diet Coke break is 8 minutes, creating a small but powerful moment to recharge, and Jamie Dornan brings this insight to life perfectly. His passion for cold-water swimming helps inspire others to embrace what they love and to make time for breaks to explore their tastes!”
Jamie Dornan added, “Cold-water swimming is a passion that’s become very important to me. It’s my way of finding a moment for myself, and I try to do it as often as I can. I hope that giving a peek behind the scenes of my lesser-known passion inspires others to take a moment for themselves, crack open an ice-cold Diet Coke, and explore their own personal tastes.”
Reflecting Diet Coke’s ongoing evolution, the campaign champions individuality and self-expression through the This Is My Taste platform. As part of the campaign launch, Diet Coke invites fans to design their own virtual cans reflecting their personal style via the Coke app, encouraging everyone to own their unique Diet Coke breaks.
The campaign was created by Spring Studios in partnership with Exposure, Ogilvy UK, and Essence Mediacom.
