KATE Moss has unveiled a collection of bespoke Diet Coke cans following her appointment as creative director of the brand.
Coca-Cola said that the supermodel combined her ‘timeless and irreverent’ style with her ‘love what you love’ philosophy to create the Diet Coke by Kate Moss ‘Love What You Love’ limited edition collection.
Kate reflected on her favourite fashion moments in the creation of the cans, with the collection comprising of four designs featuring denim, leopard, lace, and camouflage.
The designs also showcase Kate’s monochrome portrait which was designed by her friends at Rockins to celebrate her 40th birthday.
The 330ml cans are available within Diet Coke multipacks. An on-pack promotion, with prizes picked by Kate Moss, will run on 500ml and two-litre PET bottles, as well as on the outer boards of the multipacks.
Kate Moss said, “When I designed my new Diet Coke by Kate Moss Limited Edition Collection, I was inspired by my favourite looks worn over the years – and how good they made me feel at the time. Each design captures a moment I’ve loved – every piece holds a special memory for me and still lives in my wardrobe. It’s been great to revisit this, as part of the celebrations for Diet Coke’s 40th birthday.”
Martin Attock, VP commercial development at Coca-Cola Europacific Partners, added, “Diet Coke is worth over £950 million and consumed by 4 million consumers every week making it GB’s No.1 zero sugar cola brand. The new collection of Diet Coke cans by Kate Moss will help us deliver great activation in store for our customers to help drive further sales. Not only will shoppers want to collect the can designs, but the on-pack will reward loyal fans of Diet Coke with 1,000s of prizes which include handbags, signed books and retail vouchers. We’re thrilled that Kate Moss is helping Diet Coke celebrate its 40th Birthday in style.”
