Campaign of the month: Diet Coke
'Love What You Love’ campaign collaborates with London Fashion Week to celebrate individuals
Diet Coke has launched its ‘Love What You Love’ campaign celebrating individuals that embrace a positive, unapologetic attitude by knowing who they are and what they love.
The multi-channel launch features a TV campaign (TVC), out of house (OOH) and digital advertising as well as a London Fashion Week on-pack branding partnership in the UK.
The TVC focuses on a woman embracing her rush-hour commute. Struggling to get through the bustling crowd on her roller skates, she takes a sip of her Diet Coke and is whisked away to a quiet street.
In this fantasy world, she is free to dance, spin and perform tricks as a cover of the classic Björk song It’s Oh So Quiet plays before she flies into the sky. She then returns to the busy street and skates off.
The OOH sees a number of glamourously bedazzled hands holding cans of Diet Coke which brings “unexpected things they boldly love”.
To mark the launch of the campaign, Diet Coke has partnered with London Fashion Week to bring fans the chance to “reclaim their break”.
On shelves from 14 March, Diet Coke drinkers have the opportunity to win thousands of prizes including retail vouchers, weekend stays and exclusive access to runway shows.
Caroline Rush CBE, chief executive of the British Fashion Council, explained: “We are delighted to partner once again with the brand to support the new ‘Love What You Love’ campaign.
“Diet Coke has not only been a staple at London Fashion Week over the decades but a brand synonymous with fashion, design, and style. 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,” she added.
Omar Sadiq-Baig, senior brand manager at The Coca-Cola Company, explained: “We are really excited to launch the new Love What You Love global campaign, created to celebrate the positive and unapologetic attitude of Diet Coke’s core, loyal fan base who ‘love what they love’.
“For almost 40 years, London Fashion Week has been at the forefront of the global fashion calendar. Renowned for celebrating the best of British fashion – from catwalk shows to immersive digital presentations.”