Diet Coke’s latest campaign is dumping Kate Moss and instead putting its loyal fans centre stage with new brand campaign ‘Love What You Love, By You’.

Launching today, the multi-channel campaign is an evolution of 2022’s, ‘Love What You Love’ and taps into the love Diet Coke fans have for the brand. It centres around a new thirst-quenching spot which acts as an ode to the popular drink.

The creative includes over thirty quotes such as “My lunch hour pick-me-up. by Ayesha, Tamworth x”, each teamed with creative from fans across the UK.

The integrated campaign will see a brand new television commercial inspired by real breaks, with VOD, OOH and digital ads across the UK from March. Social, digital, in-store and PR activations will also run throughout the remainder of the year.

Amplifying the refreshed brand messaging, Diet Coke will also be working with influential brand ambassadors including Al Odudu, Vogue Williams, Oliver Proudlock, Layton Williams and more, showcasing their unapologetic attitudes throughout their life and work.

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The brand has been known for many years for having supermodel Kate Moss as its ambassador; she was named creative director of the company in 2022.

Moss also made the headlines by recreating a 90s campaign in June this year, however the new move from Diet Coke marks a move towards using fans and consumers as influencers.

“We are so excited to take our platform to the next level — for us, it’s always been about celebrating Diet Coke drinkers above all else,” said The Coca-Cola Company senior brand manager Omar Sadiq-Baig

“There’s something hugely exciting coming later this year, designed to directly delight our fans, and is well worth keeping an eye out for — both on your screens and on your supermarket shelves.”