- Supported by an exclusive London Fashion Week on-pack partnership in Great Britain
- Campaign features TV, Out-of-home and digital advertising
London, 14 March: Diet Coke announces the launch of a new campaign, ‘Love What You Love’. The integrated marketing campaign celebrates individuals that embrace a positive, unapologetic attitude, by knowing who they are and what they love, staying true to doing things their own way.
Brought to life with a new creative, the campaign includes a new TV advert, as well as an exclusive London Fashion Week on-pack partnership in GB, because loving what you love is always in fashion.
New TV advert
Hitting screens on 14 March, the ‘Love What You Love’ advert shines a light on one woman’s rush hour journey and her conviction to transform her hectic post-work commute with the pure joy of roller skating.
The lead character puts on a pair of roller skates, takes a sip of Diet Coke for a refreshing break, and is then transported from a bustling street into a fantasy world. As the cover of the timeless track, “It’s Oh So Quiet” plays in the background, the street empties of the hustle and bustle and her passion for roller skating takes her to new heights. See more here https://youtu.be/V5CsMJ1EsqQ
The ‘Love What You Love’ out-of-home advertising - which will feature across GB - is a fun representation of a handful of loyal fans and their passion for self-expression. The simple, yet impactful concept, showcases the hands of style-enthusiasts holding an iconic Diet Coke can. From bedazzling nails and gold-accessories to vintage styling, it instantly tells a story of people who clearly, and unapologetically, love what they love.
Martin Attock, VP Commercial Development at Coca-Cola Europacific Partners highlighted: “With a 55% share of zero sugar Cola sales in GB and sales growing by 5% year on year, Diet Coke and Coca-Cola zero sugar continue to be firm favourites with shoppers. The Diet Coke ‘Love What You Love’ campaign is the first piece of activity which will help us celebrate 40 years of this iconic brand, delivering strong activation in store for our customers to help drive sales whilst rewarding loyal fans of Diet Coke .”
London Fashion Week on-pack partnership
To mark the launch of ‘Love What You Love’ going live, Diet Coke is partnering with London Fashion Week to give fans the chance to reclaim their break. On shelf now across 500ml and 2lt PET bottles as well as multipack cans, Diet Coke 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.
Caroline Rush CBE, Chief Executive of the British Fashion Council explained: “We are delighted to partner once again with the brand to support the new ‘Love What You Love’ campaign. Diet Coke has been not only been a staple at London Fashion Week over the decades but a brand synonymous with fashion, design, and style. Whilst the fashion industry is reigniting the love of its own creative spirit, this unique partnership is the perfect fit for fans of Diet Coke and fashion.”
Omar Sadiq-Baig, Senior Brand Manager at The Coca-Cola Company, explained: “We are really excited to launch the new Love What You Love global campaign, created to celebrate the positive and unapologetic attitude of Diet Coke’s core and loyal fanbase.
“With our new global campaign and on-pack partnership with London Fashion Week in GB, we aim to inspire and reward our fans, because loving what you love is always in fashion, and that is something worth celebrating.”
The global campaign will include TV & video-on-demand, out-of-home advertising, social, digital, PR and POS activation. There will also be a Love What You Love content series and IG Live moment featuring five style icons.
Visit coke.co.uk/fashion for more information around the on-pack promotion and GB partnership.
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