In good taste
Diet Coke Cherry × Steve Madden @ New York Fashion Week
Diet Coke Cherry is back. To re-launch the can classic, we teamed up with Steve Madden at NYFW to introduce The Red Line—a streetwear collaboration turning a beverage into fashion's must-have accessory.
Brand
Diet Coke Cherry
Art Directors:
Coral Pisek
D’Shonda Brown
Copywriter:
Natasha Badal
Problem: Diet Coke Cherry was discontinued in 2020 after a 35-year run, leaving a multi-year gap in fan access until its permanent return in early 2026 required a high-energy launch campaign to rebuild mass awareness and claim its status as a daily ritual for the "It Girls" audience.
Insight: Accessories are an extension of our identity. What we wear (and how we wear it) says something about who we are.
Idea: In Good Taste will turn Diet Cherry Coke into an accessory, proving good taste isn’t just something you drink. It’s something you wear.
Solution: Introduce the The Red Line. Partner with an accessible, millenial fashion staple (Steve Madden) to elevate the drink from a beverage to a streetwear statement during New York Fashion Week through multi-channel activations.
Gen Z and Millennial trendsetters treat everything they carry, from their shoes to their beverage; as an extension of their personal brand and aesthetic.
The interactive NYFW claw machine becomes a direct "Scan, Play, Style" activation. Attendees scan their Diet Coke Cherry can barcode to win exclusive co-branded Steve Madden pieces (like cherry-red mini bags or tab-pull charms) or a rare "Golden Ticket" can that unlocks front-row access to fashion week shows.
A Chance To Win
The big finaleThe red carpet on the runway will feature the Steve Madden Red Line collection of the boot & bag bundle as the models strut with their Diet Coke Cherry cans.
