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Highly-collectable Kate Moss packaging debuts with Diet Coke
Supermodel Kate Moss, who recently became Diet Coke’s new creative director, has launched a new campaign with its own fashionable packaging.
The role, which sees Moss contributing towards a limited-edition collection of bespoke can designs, campaign films and events for the brand’s 40th anniversary, has been inspired by the brand’s heritage in fashion.
The campaign, named ‘Love What You Love’ sees Moss bring her timeless and irreverent style to the brand and also showcases the creation of the highly-collectable ‘Diet Coke by Kate Moss’ ‘Love What You Love’ limited edition collection.
Taking inspiration from her fashion archives, Moss reflected on her favourite fashion moments over the past four decades to influence the collection. The designs, which feature her trademark outfits over the years, also showcase Moss’s signature and a monochrome portrait that was designed by her close friends at Rockins, created to celebrate her own 40th birthday.
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.”
She explained: “Having full creative control of the look and feel of the campaign was a first for me. Diet Coke is a pop-culture icon and has a unique place in fashion history.”
Martin Attock, VP commercial development at Coca-Cola Europacific Partners added: “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.”
Kate Moss limited-edition camouflage, denim, lace and leopard print Diet Coke 330ml cans will be available across all multipack formats.
The on-pack promotion will run on specially-designed 500ml, 500ml PMP, 2l PET bottles and on the outer boards of the 8, 10 and 12 x 330ml multipack cans. Camouflage is available in limited distribution.
The campaign, featuring Kate Moss, will also be supported by marketing and advertising across billboards, social medi and at events.
This is not the first time that Coca-Cola has invited fashion designers and design houses to work with the Diet Coke brand. Former collaborators also include: Karl Lagerfeld and Jean Paul Gaultier.
Moss, whose induction into the drinks industry began back in 2014 when British artist Jane McAdam Freud crafted a Champagne coupe from a mould of Moss’s left breast, is rumoured to be bringing more ideas to the table in the future.