The Diet Coke team stole the spotlight from their older brother, Coca-Cola, for the Stonewall 50 – WorldPride NYC in June 2019. Hailed as the largest LBGQT event in the history of the world, the Pride March was attended by over five million people in NYC alone. 12 hours of active participation by the crowd and event participants made the Pride March a historical memory. For Diet Coke, this was the largest opportunity on the main to articulate a meaningful message dear to their organization's mission. Diet Coke removed the labels from their cans so event attendees could have a conversation about their "labels." The event was coined "Unlabeled" and marked the first time Coke has given away products save the label. 

This project was completed with Dedica Group: an Agency of Record for The Coca-Cola Company. 

Team
Todd Payton Leach
Tyler Mintz
Ben Bolton
Najah A. Rahmaan
Deirdra Kearns
The Coca-Cola Company
The Diet Coke Team

Our Role
Experience Design
Graphic Design
Art Direction
Apparel Design
Package Design
Creative Direction
Event Production
Video & Editing
Photography
Digital & Social

davidwhitepond
close
X

The Diet Coke team stole the spotlight from their older brother, Coca-Cola, for the Stonewall 50 – WorldPride NYC in June 2019. Hailed as the largest LBGQT event in the history of the world, the Pride March was attended by over five million people in NYC alone. 12 hours of active participation by the crowd and event participants made the Pride March a historical memory. For Diet Coke, this was the largest opportunity on the main to articulate a meaningful message dear to their organization's mission. Diet Coke removed the labels from their cans so event attendees could have a conversation about their "labels." The event was coined "Unlabeled" and marked the first time Coke has given away products save the label. 


This project was completed with Dedica Group: an Agency of Record for The Coca-Cola Company. 


Team
Todd Payton Leach
Tyler Mintz
Ben Bolton
Najah A. Rahmaan
Deirdra Kearns
The Coca-Cola Company
The Diet Coke Team


Our Role
Experience Design
Graphic Design
Art Direction
Apparel Design
Package Design
Creative Direction
Event Production
Video & Editing
Photography
Digital & Social

#uc_work_text_block_vc43213_container #uc_work_text_block_vc43213 { background: #fff; } #uc_work_text_block_vc43213_container #uc_work_text_block_vc43213 span { padding: 10px 50px 50px 50px; } #uc_work_text_block_vc43213 > * { font-size: 22px; font-family: "Silka"; font-weight: 500; color: #000; line-height: 1.2; }

What makes a memorable brand activation? A double-decker NYC bus wrapped with bespoke design and a DJ'ed dance party on the top floor. Several hundred participants marched with the Diet Coke team in support of the brand's mission. 

#uc_work_text_block_vc129022_container #uc_work_text_block_vc129022 { background: #ffffff; } #uc_work_text_block_vc129022_container #uc_work_text_block_vc129022 span { padding: 10px 165px 50px 65px; } #uc_work_text_block_vc129022 > * { font-size: 22px; font-family: "Silka"; font-weight: 500; color: #000000; line-height: 1.2; }

Beyond removing the labels from their labels, we partnered with the Diet Coke team to craft a remarkable event celebrating the 50th anniversary of Stonewall. Our tangible experience design was paired with a geo-fenced digital experience surfacing on social channels for the weekend, existing beyond. 

#uc_work_text_block_vc207472_container #uc_work_text_block_vc207472 { background: #ffffff; } #uc_work_text_block_vc207472_container #uc_work_text_block_vc207472 span { padding: 50px 50px 50px 50px; } #uc_work_text_block_vc207472 > * { font-size: 22px; font-family: "Silka"; font-weight: 500; color: #NaNNaNNaN; line-height: 1.2; }

From brand ambassadors and social influencers to loyalists - Diet Coke donned a supportive crowd. Charged up with excitement we marched, and with pride, spreading love (and free samples) along the way. 

This Means Business

Contact
us
©Davidwhitepond
All rights reserved
2022
©Davidwhitepond All rights reserved 2022
Davidwhitepond is the multidisciplinary, brand and experience design studio of Tyler Mintz. Davidwhitepond is the multidisciplinary, brand and experience design studio of Tyler Mintz. Davidwhitepond is the multidisciplinary, brand and experience design studio of Tyler Mintz. Davidwhitepond is the multidisciplinary, brand and experience design studio of Tyler Mintz. Davidwhitepond is the multidisciplinary, brand and experience design studio of Tyler Mintz. Davidwhitepond is the multidisciplinary, brand and experience design studio of Tyler Mintz. Davidwhitepond is the multidisciplinary, brand and experience design studio of Tyler Mintz.

This is a unique website which will require a more modern browser to work!

Please upgrade today!