Model Kate Moss sipping from a can of Diet Coke


  • In the brand’s 40th year, Diet Coke appoints its first Creative Director in over a decade
  • Diet Coke by Kate Moss ‘Love What You Love’, will see Kate embody the brand’s new campaign
  • This appointment builds on Diet Coke’s heritage of collaborating with some of the world’s leading fashion houses

London, 1 July 2022, 13:00 BST: Diet Coke, is privileged to announce that global icon and style visionary, Kate Moss, will take the helm as Creative Director of the brand, as it celebrates its 40th anniversary this year.

The supermodel, creative, and entrepreneur will use Diet Coke as a canvas to inspire generations – Moss will bring to life the new Diet Coke ‘Love What You Love’ campaign, that spotlights individuals who embrace a positive attitude to life, by knowing who they are and what they love. Kate will bring her unique aesthetic and style to the brand and build on Diet Coke’s impressive legacy of partnering with some of the world’s leading fashion designers.

Kate Moss’ timeless yet irreverent aesthetic defies categorisation and transcends boundaries; she has played a pivotal role in leading culture since her career began. Moss continues to inspire audiences around the world, from the most discerning to everyday followers of fashion. Since the launch of Diet Coke, the brand has been bringing the love and joy of fashion to its fans. Diet Coke became a fashion accessory, a break from the grind and reminder to give fans some ‘me time’ - as seen backstage, on front rows and in editorial shoots since the 1980s.

Together, Diet Coke and Kate Moss will collaborate and share their love of fashion.

Kate Moss commented on her appointment: “I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion. The ‘Love What You Love’ campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams. As Creative Director, I’m looking forward to inspiring fans and celebrating the brand’s 40th Birthday in style.”

Michael Willeke, Integrated Experience Director, Europe at The Coca‑Cola Company commented: “We are honoured to appoint Kate Moss as our new Creative Director, continuing Diet Coke’s rich history of collaborating with some of the biggest names in fashion and culture. This year, Diet Coke marks its 40th global anniversary, kick-starting with an official London Fashion Week partnership and brand experience, which gave fans the chance to reclaim their break. This summer, we will continue to showcase the positive attitude of Diet Coke drinkers, and with Kate at the helm, inspire everyone to adopt a ‘Love What You Love’ attitude.”


@dietcokegb / #LoveWhatYouLove



For further information please contact: / 020 7907 7130


The Coca‑Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries and territories. In addition to the company’s Coca‑Cola brand, our portfolio includes AdeS, Ayataka, Costa, Dasani, Del Valle, Fanta, Georgia, Gold Peak, Honest, innocent, Minute Maid, Powerade, Simply, smartwater, Sprite and vitaminwater. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We’re also working to reduce our environmental impact by replenishing water and promoting recycling. With our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at and follow us on TwitterInstagramFacebook and LinkedIn.


Coca‑Cola Great Britain is responsible for marketing 20 brands and over 80 products to consumers across Great Britain. Led by Coca‑Cola, one of the world’s most valuable and recognisable brands, their company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau smartwater, Schweppes, Appletiser and Diet Coke. All packaging across Coca‑Cola Great Britain’s portfolio of drinks is 100% recyclable and in 2020, the core range doubled its recycled plastic in its bottle to 50%. For more information, visit


The integrated marketing campaign celebrates individuals that embrace a positive, unapologetic attitude, by knowing who they are and what they love, staying true to doing things their own way. Brought to life with a new creative, the campaign includes a dynamic film and OOH concept, as well as an exclusive London Fashion Week on-pack partnership in GB, because loving what you love is always in fashion. To mark the of ‘Love What You Love’ going live, Diet Coke partnered with London Fashion Week to give fans the chance to reclaim their break. On shelf now, Diet Coke drinkers can be in with the chance to win thousands of prizes curated by the fashion platform, including luxury retail vouchers, weekend stays at a top London destination and exclusive access to runway shows