Moss is starring in the “Love What Toy Love” campaign, commemorating the brand’s 40th anniversary.
Diet Coke has announced Kate Moss as its first creative director.
According to Diet Coke, the partnership builds on the model’s “heritage of collaboration with some of the world’s leading fashion houses”. In addition, the brand joined London Fashion Week to extend its connection to fashion.
The brand dubbed Moss a “global icon and visionary of style” and stated that “the supermodel, creative and entrepreneur will use Diet Coke as a canvas to inspire multiple generations.”
In addition to the role, Moss is starring in Diet Coke’s ‘Love What You Love’ campaign, which marks the company’s 40th anniversary and highlights people who lead life with a positive attitude.
The company highlighted the model’s “timeless and irreverent aesthetic that defies categorization and transcends boundaries” as well as the fact that she “plays a pivotal role in avant-garde culture and continues to inspire audiences around the world.”
To mark the launch of the campaign, the company partnered with London Fashion Week. UK residents who purchase a Diet Coke will be able to compete for a range of prizes associated with the fashion platform, such as vouchers for shops and hotel stays and access to the fashion shows.
The integrated marketing campaign includes film and OOH media.
