Moss stars in the “Love What Toy Love” campaign, which celebrates the brand’s 40th anniversary.
Diet Coke announced Kate Moss as its first creative director.
According to Diet Coke, the collaboration builds on the model’s “legacy of working with some of the world’s leading fashion houses.” In addition, the brand joined London Fashion Week to expand its association with fashion.
The brand called Moss a “global icon and style visionary” and said the “supermodel, creative and entrepreneur will use Diet Coke as a canvas to inspire multiple generations.”
In addition to that role, Moss stars in Diet Coke’s “Love What You Love” campaign, which celebrates the company’s 40th anniversary and highlights people who live life with a positive attitude.
The company highlighted the model’s “timeless and irreverent aesthetic that defies classification and transcends boundaries,” as well as the fact that she “plays a pivotal role in avant-garde culture and continues to inspire audiences worldwide.”
To mark the launch of the campaign, the company collaborated with London Fashion Week. UK residents who buy Diet Coke will be able to compete for a range of prizes linked to the fashion platform, such as vouchers for shopping and hotel stays and access to fashion shows.
An integrated marketing campaign includes film and OOH media.