Celebrating a rich history of ground-breaking fashion collaborations with global haute couture icons, Diet Coke today launches a new fashion-focused campaign entitled ‘Love What You Love’.
The new campaign encourages everyone to embrace a positive, unapologetic attitude, by knowing who they are and what they love, staying true to doing things their own way, regardless of whether it’s effortlessly chic or carefully uncool. While high fashion follows trends from couture houses to opinion leaders, Diet Coke drinkers’ style is dictated as much by their mood and personality than what’s en-vogue.
To mark the launch of ‘Love What You Love’ going live, Diet Coke also announces one of its biggest ever fashion collaborations, with a year-long London Fashion Week partnership, becoming the official soft drink sponsor.
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.
“We are delighted to partner with Diet Coke to support the new ‘Love What You Love’ campaign. Diet Coke is a brand synonymous with fashion, design, and style, and has been present throughout the years at LFW. 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.”
Diet Coke’s passion for fashion doesn’t stop there. On shelves from 14th March – 8th May, drinkers can be in with the chance to win thousands of prizes curated by the London Fashion Week team, including luxury retail vouchers, weekend stays at a top London destination and exclusive access to runway shows.
There will also be an opportunity for consumers to enter into a grand prize draw to win the five- star fashion experience of a lifetime worth £15,000, including two all-expense paid trips to London; The first, inviting the winner to an intimate design workshop with superstar designer Daniel Fletcher and then in September, returning to London to sit in the front row with your BFF at Daniel Fletcher’s catwalk show, live at London Fashion Week. To enter, all consumers will have to do is scan the QR code on promotional packs to be in with a chance of winning.
Omar Sadiq-Baig, Senior Brand Manager, 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 fanbase 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 – it provides a platform to showcase some of the industry’s biggest names and most exciting talent debuts on the global stage.
“With our new campaign and on-pack partnership with London Fashion Week in GB, we aim to inspire and reward our loyal fans. Because loving what you love is always in fashion, and that is something worth celebrating.”
Visit to coke.co.uk/fashion for more information around the on-pack promotion and global partnership.
