Diet Coke has unveiled four limited-edition can designs as part of its 40th birthday partnership with Kate Moss.
Featuring denim, leopard, lace and camouflage, the designs will appear on multipacks of 330ml cans and reflect the supermodel’s “favourite fashion moments over the past four decades”.
Meanwhile, 500ml and two-litre bottles will carry other special designs plus on-pack activations that offer the chance to win thousands of prizes includings handbags, signed books and retail vouchers.
The new packs form part of the Diet Coke ‘Love What You Love’ campaign, in which Moss has taken on a role as creative director. The campaign was officially launched at an event hosted by Moss yesterday in central London, and will include out-of-home advertising, social media activity and events.
Read more: Is Kate Moss really the best partner for Diet Coke in the ‘body positive’ era?
Moss took inspiration from her “favourite fashion photographers, artists, and the brand’s extensive archive” in designing the campaign, said Diet Coke, which has previously collaborated with fashion names such as Karl Lagerfeld and Jean Paul Gaultier.
“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,” said Martin Attock, VP of commercial development at Coca-Cola Europacific Partners. “We’re thrilled that Kate Moss is helping Diet Coke celebrate its 40th birthday in style.”
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