Overview

To re-engage and romance the brand's loyal fan base in their 40th anniversary year, Exposure appointed fashion icon Kate Moss as Diet Coke’s Creative Director - using Diet Coke as a canvas to inspire generations of loyal fans.

Challenge

For its 40th anniversary, Diet Coke wanted to re-engage its loyal fanbase: 35+ female-skewed audience in GB.

Exposure identified that fashion was still relevant, at a time when Diet Coke’s cultural cache was starting to wane.

Insight

As Diet Coke fans hit their thirties, they needed to shake off societal ‘shoulds’ and reconnect to what they love. 

'Love What You Love’ was born. An invitation to loyalists to embrace who they are and what they love, without guilt or shame.

We took this attitude and applied a fashion lens to inspire drinkers – because ‘loving what you love is always in fashion’.

Response

A global icon strategy, resulting the bold appointment of Kate Moss as Creative Director – THE embodiment of the ‘Love What You Love’ spirit. 

Created ‘Diet Coke by Kate Moss’ including limited-edition product, hero films, still campaign, social content, experiences as well as influencer plans – all inspired by Kate’s and Diet Coke’s fashion archive.

Developed the ‘Diet Coke Break by Kate Moss’ in homage to the original 11:30 Diet Coke Break.

A highly collaborative relationship with Coca-Cola , Kate and agency partners.