After a successful first season, Diet Coke and Kate Moss present a stylish new campaign this summer.
Supermodel Kate Moss has unveiled her second campaign for Diet Coke #LoveWhatYouLove, in which she is the creative director and face of the brand. This time, Moss pays homage to the iconic ‘Diet Coke Break’ ads of the 2000s and 90s.
This is the second time the British model has been involved with the brand in this way, as last year she was announced as the face and creative director of the carbonated beverage to celebrate its 40th anniversary.
In the new campaign images, Moss wears a black dress with gold chain detailing and another vintage chain-mail dress. In the latter outfit, she poses in a large window overlooking the city as she takes a sip of her drink. This is a clear reference to the ‘Diet Coke Break 11:30’ advert.
“The success is testament to the strength of our partnerships, which saw the campaign reach more than 96 per cent of Diet Coke’s fashion-loving audience,” said Sean Kellett, senior manager of partnerships and assets for Europe at The Coca-Cola Co, as quoted by WWD.
“Diet Coke Breaks are classics, and I wanted to add a fashionable twist to these moments. The campaign is very different aesthetically from the 90s and 2000s, but the narrative is the same. It’s about a pause to love what you love and enjoy that moment, without taking yourself too seriously,” said Moss.
Karl Lagerfeld, Jean Paul Gaultier, Jonathan Anderson and Roberto Cavalli are some of the fashion designers who have collaborated with Diet Coke.
If you want to see the first Diet Coke campaign with Kate Moss as creative director you can do it here.
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