New Diet Coke campaign: ‘Love What You Love, By You’

Diet Coke announce today the launch of its new "Love What You Love, By You" campaign, an evolution of its successful brand campaign launched in 2022, "Love What You Love". It speaks directly to the positive and unapologetic attitude of Diet Coke fans, by putting them at the heart of the campaign.

The creative is a representation of over thirty quotes, teamed with eye-catching creative from real fans from across the UK, and their passion for self-expression. The simple yet impactful concept celebrates everyday individuals enjoying a Diet Coke their way, because there's no one better to talk about why they love the brand, than real life consumers themselves.

The integrated consumer marketing campaign includes a brand-new TV advert inspired by real breaks, video-on-demand, out of home and digital advertising as well as social media, influencer activity, PR, and in-store activations throughout the year.

To amplify the new brand messaging, Diet Coke will be working with a group of influential brand ambassadors, including AJ Odudu, Vogue Williams, Oliver Proudlock, Layton Williams and more, all well known for showcasing their positive unapologetic attitudes throughout their life and work.

“We are so excited to take our platform to the next level – for us, it’s always been about celebrating Diet Coke drinkers above all else," said Omar Sadiq-Baig, Senior Brand Manager at The Coca-Cola Company. "There’s something hugely exciting coming later this year, designed to directly delight our fans, and is well worth keeping an eye out for – both on your screens and on your supermarket shelves."

Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, added: “Diet Coke is the original sugar-free cola and the No.1 in GB, with a customer base so loyal that 32 per cent of its drinkers are not only brand-exclusive but would drop out of cola if Diet Coke wasn’t available. We’re therefore confident this campaign will resonate with shoppers and help drive sales for our customers. After all, no one can talk about the Diet Coke brand better than the people who love it most!”