Kate Moss partners with Diet Coke to launch QR codes on cans

DIET Coke cans are to feature scannable QR codes offering instant wins and weekly prize draws as part of the brand’s partnership with Kate Moss.

The brand announced the model as its creative director last summer alongside the reveal of limited-edition cans inspired by her ‘iconic’ looks, with the latest promotion featuring her portrait on the cans.

A 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.

Martin Attock, VP of commercial development at Coca-Cola Europacific Partners GB, said,“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.”