Diet Coke Invites Fans to ‘Know the Signs’ When It’s Time to Take a Break

In today’s frenetic, fast-paced world, it’s important to relax, refresh and reset. But before hitting pause, we must first have the self-awareness to spot the signals that it’s time to break up the busyness with a breather.

That’s the core message of the new Diet Coke® campaign, “Know the Signs." A series of light-hearted videos featuring the voiceover of beloved actor, writer and producer Kristen Wiig invites fans to listen to themselves and take a satisfyingly delicious Diet Coke break before returning to the grind. From relatable workplace struggles to neglected desk lunches and hastily assembled ponytails, “Know the Signs” humorously captures relatable reminders that we can make a big difference by taking even a small sliver of time for ourselves.

Three films (in 30-second and 15-second versions) will air on TV and Diet Coke social channels. Fans are invited to join the conversation using the #KnowTheSigns and #DietCokeBreak hashtags.

“In today’s always-on culture, we challenge ourselves to be productive nonstop,” says Sue Lynne Cha, Vice President, Coca‑Cola Trademark, Coca‑Cola North America. “We often know we need a time-out, but don’t take it. We hope these films will make fans smile and recognize the signs of when it’s time to take a Diet Coke break. Because self-care doesn’t have to be complicated… we can’t underestimate the power of taking time to enjoy the simple moments, which is now more important than ever.”

Wiig was the perfect fit for the witty, confident tone of the campaign, Cha said. The Saturday Night Live and Bridesmaid star ad-libbed several lines during the sessions, adding her signature style to the script.

“I thought this campaign was so lighthearted and clever,” Wiig said. “In a world where things move so fast, I love the idea of pausing for a reset — have a Diet Coke break and take a minute for yourself."

Diet Coke has romanced break time in its advertising dating back to the 1990s. “Know the Signs” was created to resonate with loyal fans as well as new recruits alike.

“We’re doubling down on what the brand has always stood for and what consumers love about their Diet Coke,” Cha said, “which is delicious taste and moments of pleasure of refreshment.”