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New Campaign | CCEP

- In the brand’s 40th year, Diet Coke appoints its first Creative Director in over a decade

Diet Coke by Kate Moss ‘Love What You Love’, will see Kate embody the brand’s new campaign

This appointment builds on Diet Coke’s heritage of collaborating with some of the world’s leading fashion houses


London, 1 July 2022, 13:00 BST: Diet Coke, is privileged to announce that global icon and style visionary, Kate Moss, will take the helm as Creative Director of the brand, as it celebrates its 40th anniversary this year. 

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 and build on Diet Coke’s impressive legacy of partnering with some of the world’s leading fashion designers. 

Kate Moss’ timeless yet irreverent aesthetic defies categorisation and transcends boundaries; she has played a pivotal role in leading culture since her career began. Moss continues to inspire audiences around the world, from the most discerning to everyday followers of fashion. Since the launch of Diet Coke, the brand has been bringing the love and joy of fashion to its fans. Diet Coke became a fashion accessory, a break from the grind and reminder to give fans some ‘me time’ - as seen backstage, on front rows and in editorial shoots since the 1980s. 

Together, Diet Coke and Kate Moss will collaborate and share their love of fashion. 


Kate Moss commented on her appointment: “I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion. 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. As Creative Director, I’m looking forward to inspiring fans and celebrating the brand’s 40th Birthday in style.” 


Michael Willeke, Integrated Experience Director, Europe at The Coca-Cola Company commented: “We are honoured to appoint Kate Moss as our new Creative Director, continuing Diet Coke’s rich history of collaborating with some of the biggest names in fashion and culture. This year, Diet Coke marks its 40th global anniversary, kick-starting with an official London Fashion Week partnership and brand experience, which gave fans the chance to reclaim their break. This summer, we will continue to showcase the positive attitude of Diet Coke drinkers, and with Kate at the helm, inspire everyone to adopt a ‘Love What You Love’ attitude.” 


@dietcokegb / #LoveWhatYouLove