Campaign Image 1200x735


New Campaign |

  • Consumers have the chance to win exclusive prizes, including getaways, hand-picked by Diet Coke’s Creative Director, Kate Moss
  • On-pack promotion will run across Diet Coke and Diet Coke No Caffeine, supported by the return of its ‘love what you love’ campaign

‘Win what you love’ is a new promotion for Diet Coke in collaboration with Creative Director, Kate Moss, tapping into its loyal fans’ love of fashion and ‘the Diet Coke break’, under the ‘love what you love’ campaign.

The promotion and multi-million-pound marketing campaign will help maintain visibility of the Diet Coke brand, which is worth more than £1bn in GB[1].


On-pack promotion

From 13th March until 2nd  May, consumers can scan QR codes on promotional packs of Diet Coke that are illustrated with Kate Moss’s iconic portrait for a chance to access instant wins prizes and weekly prize draws.

A whole host of prizes are up for grabs, including Kate’s ultimate Diet Coke break experience, with an exclusive trip away to one of Kate’s favourite countryside retreats, alongside hundreds of cosmetic products from Kate’s new wellness brand ‘Cosmoss’, and retail vouchers.

The promotion will run across the core Diet Coke range and for the first time Diet Coke No Caffeine variants, including take-home bottles and multipack can formats and on-the-go bottles (Diet Coke only).


Marketing campaign

The on-pack promotion will be supported by a multi-million-pound marketing campaign, which sees the evolution of the ‘love what your love’ campaign launched last year and includes TV, out-of-home and digital advertising, social media and influencer activity and in-store activation. Convenience retailers can request POS materials via, to create theatre in-store.

This activity builds on Diet Coke’s previous collaboration with Kate Moss last summer, when the brand announced the model as its Creative Director and revealed limited edition cans inspired by the supermodel’s iconic looks.

[1] Nielsen Total GB incl. dis MAT val WE 31.12.22 / CGA Total GB MAT Val 31.12.22

“Fashion, trends and keeping up with celebrity personalities are real passion points for our Diet Coke fans, making this latest on-pack promotion and campaign ideal for our brand loyalists.

 We wanted to tap into this and reward consumers with the opportunity to pick up some fantastic fashion-themed prizes and even a luxury getaway experiences all specially chosen for them by our Creative Director, Kate Moss. This campaign presents a great opportunity for retailers to deliver theatre in-store and benefit from increased sales of Diet Coke.”

Martin Attock

Vice President of Commercial Development at Coca-Cola Europacific Partners GB