Following the announcement naming supermodel Kate Moss as its creative director, Diet Coke has now revealed their highly anticipated partnership – Diet Coke by Kate Moss’ ‘Love What You Love’.
Moss will be bringing to life the new campaign, which includes a limited edition collection of bespoke can designs, campaign films and events for the brand’s 40th anniversary.
Inspired by the brand’s heritage in fashion, Moss has combined her timeless and irreverent style and the ‘Love What You Love’ philosophy to create the limited edition collection, which comprises of four designs featuring denim, leopard, lace and camouflage.
The designs also showcase Moss’ signature and an iconic monochrome portrait that was designed by her close friends at Rockins, created to celebrate her own 40th birthday.
Moss commented: “When I designed my new Diet Coke by Kate Moss Limited Edition Collection, I was inspired by my favourite looks worn over the years - and how good they made me feel at the time. Each design captures a moment I’ve loved – every piece holds a special memory for me and still lives in my wardrobe. It’s been great to revisit this, as part of the celebrations for Diet Coke’s 40th birthday.”
As one of the world’s original collaborators, Diet Coke has invited some of the most renowned fashion designers and design houses including Karl Lagerfeld and Jean Paul Gaultier to use its canvas for self-expression. Herself inspired by iconic creatives and paying tribute to the brand’s heritage in fashion, Moss’ involvement with the campaign has been influenced by some of her favourite fashion photographers, artists, and the brand’s extensive archive.
Martin Attock, VP Commercial Development at Coca-Cola Europacific Partners, commented: “Diet Coke is worth over £950m and consumed by four million consumers every week making it GB’s No.1 zero sugar cola brand. The new collection of Diet Coke cans by Kate Moss will help us deliver great activation in store for our customers to help drive further sales.
“Not only will shoppers want to collect the can designs, but the on-pack will reward loyal fans of Diet Coke with 1,000s of prizes which include handbags, signed books and retail vouchers. We’re thrilled that Kate Moss is helping Diet Coke celebrate its 40th Birthday in style.”
The 330ml limited edition camo, denim, lace and leopard Diet Coke cans are available within 8, 10 and 12 x 330ml multipack cans. The on-pack promotion will run on specially designed 500ml, 500ml PMP, 2l PET bottles and on the outer boards of the 8, 10 and 12 x 330ml multipack cans. A supporting consumer marketing campaign featuring Kate Moss includes out-of-home advertising, social media and events.
