Coca-Cola Europacific Partners (CCEP) has launched ‘Win what you love,’ a new promotion for Diet Coke in collaboration with the brand’s Creative Director Kate Moss.
From 13 March until 2 May, consumers can scan QR codes on promotional packs of Diet Coke that feature the model’s portrait to access weekly prize draws and the chance to bag an instant-win prize.
A host of prizes are up for grabs, including Moss’s ultimate Diet Coke break experience, with an exclusive trip away to one of the model’s favourite countryside retreats, along with hundreds of cosmetic products from her new wellness brand ‘Cosmoss’ and retail vouchers.
The promotion will run across the core Diet Coke range and, for the first time, Diet Coke No Caffeine variants, including take-home bottles and multipack can formats and on-the-go bottles (Diet Coke only).
It will be supported by a multi-million-pound marketing campaign, which is an evolution of the ‘love what your love’ campaign launched last year and includes TV, out-of-home and digital advertising, social media and influencer activity and in-store activation. Convenience retailers can request POS materials via My.CCEP.com.
The activity builds on Diet Coke’s previous collaboration with Kate Moss last summer, when the brand announced the model as its Creative Director and revealed limited-edition cans inspired by her looks.
Martin Attock, Vice President of Commercial Development at CCEP GB, said: “This campaign presents a great opportunity for retailers to deliver theatre in-store and benefit from increased sales of Diet Coke.”
