Diet Coke launches on-pack promo offering prizes handpicked by Kate Moss

Diet Coke has launched a new promotion, ‘Win what you love’, in collaboration with Creative Director, Kate Moss, tapping into its loyal fans’ love of fashion and ‘the Diet Coke break’, under the ‘love what you love’ campaign.

The promotion and multi-million-pound marketing campaign is aimed at maintaining visibility of the Diet Coke brand, which is worth more than £1bn in Great Britain.

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From 13 March until 2 May, consumers can scan QR codes on promotional packs of Diet Coke that are illustrated with Kate Moss’s iconic portrait for a chance to access instant wins prizes and weekly prize draws.

A whole host of prizes are up for grabs, including Kate’s ultimate Diet Coke break experience, with an exclusive trip away to one of Kate’s favourite countryside retreats, alongside hundreds of cosmetic products from Kate’s new wellness brand ‘Cosmoss’, and retail vouchers.

The promotion will run across the core Diet Coke range and for the first time Diet Coke No Caffeine variants, including take-home bottles and multipack can formats and on-the-go bottles (Diet Coke only).

The on-pack promotion will be supported by a multi-million-pound marketing campaign, which sees the evolution of the ‘love what your love’ campaign launched last year and includes TV, out-of-home and digital advertising, social media and influencer activity and in-store activation. Convenience retailers can request POS materials via My.CCEP.com, to create theatre in-store.

The activity builds on Diet Coke’s previous collaboration with Kate Moss last summer, when the brand announced the model as its Creative Director and revealed limited edition cans inspired by the supermodel’s iconic looks.

“Fashion, trends and keeping up with celebrity personalities are real passion points for our Diet Coke fans, making this latest on-pack promotion and campaign ideal for our brand loyalists,” Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners GB, said.

“We wanted to tap into this and reward consumers with the opportunity to pick up some fantastic fashion-themed prizes and even a luxury getaway experiences all specially chosen for them by our Creative Director, Kate Moss. This campaign presents a great opportunity for retailers to deliver theatre in-store and benefit from increased sales of Diet Coke.”