Kate Moss becomes Diet Coke 'Creative Director', brand also links with LFW
Here’s an interesting development. In the brand’s 40th year, Diet Coke has appointed its first Creative Director in over a decade with Kate Moss stepping up.
Diet Coke said the patnership builds on its “heritage of collaborating with some of the world’s leading fashion houses”. And it’s also linking up with London Fashion Week to take the fashion connection even further.
Calling Moss a “global icon and style visionary”, it said “the supermodel, creative, and entrepreneur will use Diet Coke as a canvas to inspire generations – Moss will bring to life the new Diet Coke ‘Love What You Love’ campaign, that spotlights individuals who embrace a positive attitude to life, by knowing who they are and what they love. Kate will bring her unique aesthetic and style to the brand”.
The brand hailed her “timeless yet irreverent aesthetic [that] defies categorisation and transcends boundaries”, as well as the fact that “she has played a pivotal role in leading culture since her career began [and] continues to inspire audiences around the world, from the most discerning to everyday followers of fashion”.
And it’s keen to emphasise Diet Coke’s status as a “fashion accessory”.
In fact, to mark the campaign’s launch, it has partnered with London Fashion Week “to give fans the chance to reclaim their break”. UK-based 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”.
The integrated marketing campaign includes a “dynamic film and OOH concept.
Moss herself said: “The ‘Love What You Love’ campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams.”
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