Kate Moss has been appointed creative director of Diet Coke as the brand celebrates its 40th anniversary, launching a new campaign ‘Love What You Love’.
The partnership will see London’s most famous supermodel partnering with some of the world’s leading fashion houses as part of a new campaign to promote the drink using the slogan ‘Love What You Love’.
High-end fashion designers Jean Paul Gaultier and Marc Jacobs have previously served as creative director for the sugar-free, no-calorie soft drink.
Diet Coke is not the first brand collaboration for Moss, who has previously worked closely with a number of fashion brands over the years, from the previous high-street favourite Topshop in the early Noughties right through to Parisian jewellery label Messika last year.
“I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion,” said Moss, who posed with a can of Diet Coke to launch the partnership.
READ MORE: Diet Coke and LFW drop ‘Love What You Love’ campaign
“The ‘Love What You Love’ campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams. As creative director, I’m looking forward to inspiring fans and celebrating the brand’s 40th birthday in style.”
Moss’ first project for Diet Coke is the brand’s ‘Love What You Love’ campaign, designed to highlight the importance of embracing what you’re passionate about.
Michael Willeke, integrated experience director for Europe at The Coca-Cola Company, said: “We are honoured to appoint Kate Moss as our new creative director, continuing Diet Coke’s rich history of collaborating with some of the biggest names in fashion and culture.
“This year, Diet Coke marks its 40th global anniversary, kick-starting with an official London Fashion Week partnership and brand experience, which gave fans the chance to reclaim their break.
“This summer, we will continue to showcase the positive attitude of Diet Coke drinkers, and with Kate at the helm, inspire everyone to adopt a ‘Love What You Love’ attitude.”
Click here to sign up to Marketing Beat’s free daily email newsletter
