THE DIET COKE TEE

Turn a tiny cultural observation into something people immediately wanted to wear and repost.

Most branded “viral” work is trying too hard. The idea had to feel discovered—not engineered by a content calendar.

1. 01

   Translated an internet observation into a product idea for NVM.

2. 02

   Connected the product concept to the brand’s social voice.

3. 03

   Treated the tee as something people could share as well as wear.