Diet Coke launches Love What You Love campaign

Through its new integrated marketing campaign ‘Love What You Love’ Diet Coke will celebrate 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 creative, the campaign includes a new TVC, as well as an exclusive London Fashion Week on-pack partnership in GB. The film depicts a woman’s rush hour journey and her ability to transform her hectic post-work commute with the pure joy of roller skating and a sip of Diet Coke, which transports her from a bustling street into a fantasy world. 

Out of home activity will feature the hands of style-enthusiasts holding a Diet Coke can, with the imagery bringing to life unexpected things they boldly love, including bedazzling nails and vintage styling.

To mark the campaign going live, Diet Coke is partnering with London Fashion Week to give fans the chance to ”reclaim their break”. Consumers 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 said: “We are delighted to partner once again with the brand to support the new Love What You Love campaign. Diet Coke has not only been a staple at London Fashion Week over the decades but a brand synonymous with fashion, design, and style.”

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, loyal fanbase who ‘love what they love’.

“With our new global campaign and on-pack partnership with London Fashion Week in GB, we aim to inspire and reward our loyal fans. Because loving what you love is always in fashion, and that is something worth celebrating.”

The fully integrated global campaign will includes a multi-screen AV, with OOH, social, digital, PR support and POS activation, with the UK activating via a talent led Love What You Love content series and IG Live moment, to bring to life the sentiment through five style icons.