Diet Coke has enlisted Fifty Shades of Grey star Jamie Dornan as its new brand ambassador, with a major new campaign featuring the Northern Irish actor to break in October.

The move follows on from the soft drink brand’s illustrious celebrity endorsement legacy, having recently worked with supermodel Kate Moss as its ‘creative director’.

The pair had curated a high-fashion collection inspired by the brand’s iconic Diet Coke break ads, which were a celebration of the perfect, swoon-worthy male physique, breaking new ground by sexualising men for the benefit of women in a rather more conservative era.

“We are honoured to announce Jamie Dornan as Diet Coke’s latest ambassador, adding to the brand’s rich history of collaborating with some of the biggest names in film, fashion and culture,” Coca-Cola senior director of marketing, Louise Maugest said.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning

“We’re excited to work with Jamie to bring the new campaign to life and truly inspire people to own and celebrate their own style and taste, all whilst enjoying an iconic Diet Coke break.”

Will Dornan’s upcoming campaign have anything to with his previous career as a Calvin Klein model? Most likely, as we’re told it’ll showcase his ‘love’ for cold-water swimming, ‘with a cheeky Diet Coke twist’.

Dornan himself added: “I’m really pleased to join the Diet Coke family. The ‘This Is My Taste’ campaign resonated with me instantly as it reminds us all to take moments for ourselves to do whatever makes us happy.

“Especially if that includes taking a break in your day to drink a Diet Coke whilst lounging on a unicorn floatie.”