Diet Coke has launched the “Love What You Love” campaign in partnership with London Fashion Week (LFW) intending to celebrate people that remain “true to doing things their own way.”
The FMCG giant will premiere a film depicting a roller-skater’s rush-hour journey, resulting in a sip of Diet Coke transporting her into a “fantasy world” that will see her glide across pavement edges and turn her “bustling” commute into “pure joy”.
The campaign will also showcase imagery of passionate and self-expressive style-enthusiasts holding Diet Coke cans.
“From bedazzling nails and gold accessories to vintage styling, it instantly tells a story of people who clearly, and unapologetically, love what they love,” Diet Coke said.
The exclusive partnership with London Fashion Week will also give Diet Coke drinkers the opportunity to win thousands of prizes including exclusive access to runway shows, weekend stays at a top London destination and luxury retail vouchers.
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“We are delighted to partner once again with the brand to support the new ‘Love What You Love’ campaign,” British Fashion Council chief executive Caroline Rush CBE said.
“Whilst the fashion industry is reigniting the love of its own creative spirit, this unique partnership is the perfect fit for fans of Diet Coke and fashion.”
The Coca-Cola company senior brand manager Omar Sadiq-Baig added: “With our new global campaign and on-pack partnership with London Fashion Week in GB, we aim to inspire and reward our loyal fans.”
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