THE CHALLENGE

Create a communications plan that makes Diet Coke famously fashionable again. Utilise their newly appointed Creative Director Kate Moss in a series of moments that puts Diet Coke firmly back on the fashion agenda and celebrate Diet Coke’s 40th Birthday

THE SOLUTION

Working for Diet Coke, and collaborating closely with KM Agency to orchestrate two standout occasions throughout the year, strategically positioning Diet Coke within the fashion realm.

The first event was an exclusive 'first look' unveiling of the new Kate Moss Diet Coke can designs, held in central London. Attended by Kate's inner circle, VIPs, media, and influencers, the event garnered extensive media coverage across consumer news, lifestyle, fashion, and entertainment, along with unprecedented social media engagement. The second event, Diet Coke's official '40th Birthday Party,' took place at Kate Moss's favoured London hotspot, Annabel's. A captivating visual of Kate blowing out an oversized branded cake adorned with 40 candles sparked media attention and lively social media conversations.

Both events were complemented by a sales-oriented product promotion offering the chance to 'win thousands of fashion prizes chosen by Kate,' ensuring the campaign delivered both perceptual shifts and tangible sales growth.

*Executed with Mission

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