BACKGROUND: Embracing Bold Taste
Diet Coke drinkers aren’t just fans—they’re bold, rebellious, and unapologetically proud of their taste. But how do you celebrate their individuality in a way that feels personal, fun, and shareable? Diet Coke needed a fresh approach to engage this loyal tribe and reflect their unique passion for life.
THE IDEA: The Taste Test
Sawhorse Productions built The Taste Test, an immersive mobile app and personality quiz powered by cutting-edge AI image creation, designed to celebrate Diet Coke drinkers’ defiant spirit and deliver highly personalized results:
- Scan & Discover: Fans scanned their Diet Coke can to begin, selecting and ranking passion points like Food, Fashion, Beauty, and the Outdoors.
- Personalized Personas: Based on their responses, fans received one of numerous bold personas with AI-generated, visually stunning images featuring the iconic Diet Coke can integrated seamlessly.
- Flawless AI Generation: Sawhorse Productions developed a custom AI model to perfectly visualize each can—capturing its condensation, logo, and branding with an unprecedented level of fidelity.
To keep the excitement going, Sawhorse Productions rolled out new passion points over time, encouraging repeat engagement. Fans could also win prizes, making each interaction rewarding and fun.
THE IMPACT: Defiant Results
The Taste Test became a hub for self-expression and community engagement:
- Tens of thousands unique personas generated, each reflecting the bold identity of Diet Coke fans.
- Significant user return rates, driven by ongoing prize rollouts and new passion points.
- Viral Social Buzz, as fans proudly shared their personas across platforms, amplifying Diet Coke’s message of self-expression.
Whether they saw themselves as a “Nature Explorer,” “Rebel Trend Setter,” or “Self-Care Savant,” Diet Coke fans embraced their unique tastes with pride. The Taste Test wasn’t just about drinking Diet Coke—it was about seeing yourself in every can and owning who you are.
Because when you’re a Diet Coke drinker, you don’t need anyone’s approval.
COMPANY: Sawhorse
