Diet Coke has announced the launch of a new campaign, "Love What You Love". The integrated marketing campaign celebrates individuals who embrace a positive, unapologetic attitude, "by knowing who they are and what they love, staying true to doing things their own way."
The campaign includes a new TV advert, as well as an exclusive London Fashion Week on-pack partnership in GB.
A new TV advert hit screens on 14 March, shining a light on one woman’s rush hour journey and her conviction to transform her hectic post-work commute with the joy of roller skating.
The "Love What You Love" out-of-home advertising – which will feature across GB – shows a handful of loyal fans and their passion for self-expression. The concept showcases the hands of style-enthusiasts holding an iconic Diet Coke can.
“With a 55 per cent share of zero sugar Cola sales in GB and sales growing by 5 per cent year on year, Diet Coke and Coca-Cola zero sugar continue to be firm favourites with shoppers," said Martin Attock, VP Commercial Development at Coca-Cola Europacific Partners. "The Diet Coke ‘Love What You Love’ campaign is the first piece of activity which will help us celebrate 40 years of this iconic brand, delivering strong activation in store for our customers to help drive sales whilst rewarding loyal fans of Diet Coke .”
London Fashion Week on-pack partnership
To mark the launch of the campaign, Diet Coke is partnering with London Fashion Week to give fans the chance to reclaim their break. On shelf now across 500ml and 2lt PET bottles as well as multipack cans, Diet Coke drinkers can be in with the chance to win thousands of prizes curated by the fashion platform, including luxury retail vouchers, weekend stays at a top London destination and exclusive access to runway shows.
“We are delighted to partner once again with the brand to support the new ‘Love What You Love’ campaign," said Caroline Rush CBE, Chief Executive of the British Fashion Council. "Diet Coke has been not only been a staple at London Fashion Week over the decades but a brand synonymous with fashion, design, and style. Whilst the fashion industry is reigniting the love of its own creative spirit, this unique partnership is the perfect fit for fans of Diet Coke and fashion.”
“With our new global campaign and on-pack partnership with London Fashion Week in GB, we aim to inspire and reward our fans, because loving what you love is always in fashion, and that is something worth celebrating,” added Omar Sadiq-Baig, Senior Brand Manager at The Coca-Cola Company.
The global campaign will include TV & video-on-demand, out-of-home advertising, social, digital, PR and POS activation. There will also be a Love What You Love content series and IG Live moment featuring five style icons.
