Diet Coke has partnered with London Fashion Week for its new ‘Love What You Love’ campaign which will run across the UK and be seen on television, out of home and digital advertising.
The integrated marketing campaign is being supported by London Fashion Week, with an on-pack competition which gives consumers the opportunity to win thousands of prizes curated by the fashion platform.
With its latest campaign, the soft drink company aims to 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”.
The out of home advertising will run across the UK and represents Diet Coke’s loyal fans and their passion for self-expression.
The simple yet impactful concept (main image) shows five different sets of hands holding an iconic can, telling a story of what they love.
The UK business will also be bringing the campaign to life via a talent-led Love What You Love content series, including an Instagram Live moment.
“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’,” said The Coca-Cola Company’s senior brand manager, Omar Sadiq-Baig.
“With our new global campaign and on-pack partnership with London Fashion Week, 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 British Fashion Council’s CEO Caroline Rush CBE added: “We are delighted to partner once again with the brand to support the new ‘Love What You Love’ campaign.
“Diet Coke has been not only been a staple at London Fashion Week over the decades but a brand synonymous with fashion, design, and style.”