18-07-2023
It’s 11:30! The Diet Coke Break is Back – with a Kate Moss Makeover
- Inspired by the brand’s archives, Creative Director Kate Moss, has re-interpreted three of the legendary campaigns for ‘Diet Coke Break by Kate Moss’.
- The new campaign features TV and print ads, and limited edition can and bottle designs, which are available now nationwide.
- In the new TV ad hitting screens today, the international fashion icon has penned her own Diet Coke Break called ‘Runway’, which features a new version of the iconic ‘I Just Want To Make Love To You’ track, reimagined by Josephine de la Baume
London, 18 July 2023, 00:01 BST: Today, Diet Coke and Kate Moss officially launch the new
‘Diet Coke Break by Kate Moss’ as part of the ‘Love What You Love’ campaign. Fans of the legendary 11:30 ads can rejoice as Kate Moss has reimagined her favourite moments from the series. From the ‘90s construction worker to the infamous window cleaner, and not forgetting the ‘00s landscape gardener, Kate Moss has used these seminal TV spots as creative fuel, inspiring fans to take a moment to ‘Love What You Love’ and enjoy their own Diet Coke Break.
As part of Kate’s second year as Creative Director, the iconic duo has developed four stunning limited-edition designs that hit shelves today. Applying a high-fashion lens to the original Diet Coke Breaks, each design sees the supermodel illustrated in watercolour by the renowned fashion artist Marc-Antoine Coulon, using a palette of this season’s trending colours. The new packs also feature the chance to win the supermodel's ultimate shopping experience, so everyone has the chance to get runway ready this Summer.
To showcase each new design in a way that only Kate can do, the brand has also released a set of striking still-life ads that pay tribute to the pioneering TV spots. In the editorial-style shots, Kate wears couture looks inspired by the iconic adverts, including a bespoke black crepe gown with gold chains, created by legendary stylist Katy England, and inspired by the ‘90s construction worker advert, as well as gowns by Marchesa and Turner Vintage.
Under the creative direction of the supermodel and entrepreneur, Diet Coke and Kate Moss unveil a new TV ad today, entitled ‘Runway’, set backstage at a fashion show.
The ad, directed by Felix Cooper, is set around the 11:30 Diet Coke Break where, amidst the high-octane pre-show energy, Kate takes a Diet Coke Break to quench her creative thirst. The timely Break triggers an unexpected twist, inspiring the styling team to break some fashion rules.
For eagle-eyed fans of Diet Coke ads, ‘Runway’ features two hidden tributes to the original ads, paying homage to 1994’s ‘The Break’ Construction Worker and 1997’s ‘11:30 Appointment’s’ Window Cleaner. It also features a new soundtrack for the Diet Coke Break with ‘I Just Want To Make Love To You’ reimagined by Josephine de la Baume.
Kate Moss commented: “The Diet Coke Breaks have always burst into our living rooms with a captivating blend of style and undeniable charm - I wanted to create something equally special. For me, being able to add ‘Runway’ to the Diet Coke Break series, was a real privilege. It was instinctive to conceptualise what the Break looks like in the world of fashion as Diet Coke has always been an industry favourite. I wanted to give a glimpse behind the scenes with a Diet Coke wink. We’ve taken the spirit of what the 11:30 Break stands for, while staying true to myself and what I love - using fashion to add a flash of glamour.
I’ve always adored the iconic ‘I Just Want To Make Love To You’ soundtrack - it’s easily one of the most impactful elements of the original Diet Coke Break. The sultry rock tones of Josephine’s [de la Baume] cover created the atmosphere we wanted for ‘Runway’. It feels very me.”
Justin Martin, Creative Lead at The Coca‑Cola Company commented: “In an ever-changing world, there are certain campaigns that transcend time, leaving an enduring mark on popular culture. Amongst these, the Diet Coke Break stands tall as a beacon of style and a refreshing escape from the mundane. It’s the perfect time to update the Diet Coke Break with Kate at the helm. This is a campaign of firsts - and the first time a Creative Director has been given exclusive access to the archives and produced their own Diet Coke Break. We’re incredibly excited to share Kate’s articulation of her 11:30 experience with our loyal fans and continue to give them a moment of provocation to ‘Love What You Love’.”
Catch the new Diet Coke Break by Kate Moss from 17th July across TV, Cinema and Online.
-ENDS-
Love What You Love. Collect the Looks now.
@dietcokegb / #LoveWhatYouLove
For further information please contact:
NOTES TO EDITORS:
Available in Diet Coke (and No Caffeine) packs, including 500ml, 1.75l, 2l PET and 330ml multipacks, the limited-edition ‘11:30 Appointment’, ‘Gardener’ and ‘Runway’ cans are available in stores nationwide, whilst ‘The Break’ design is available exclusively in Tesco Group stores.
‘The Diet Coke Break by Kate Moss’ collection is complete with Kate’s signature and features an on-pack prize promotion. Curated by the supermodel herself, the promotion offers the chance to win hundreds of fashion-related prizes, including Selfridges e-gift cards, gift sets from Cosmoss and a weekly grand prize for two, including an overnight stay in Central London with a personal stylist session and vouchers at Selfridges.
FULL PICTURE & ON PACK DESCRIPTIONS:
‘The Break’ – 1994: Look 1/4
The original Break ad featuring a chiselled construction worker inspired Kate to produce a bold photographic composition, framed with industrial chains. Posing in a bespoke black crepe cocktail dress, designed by friend and stylist Katy England, the image has been transformed by watercolour onto can as a long-sleeved gown, constructed from layers of gold chains and rope detailing.
‘11:30 Appointment’ – 1997: Look 2/4
The Diet Coke Break instalment from ’97, made unforgettable by a scintillating window washer. Kate has recreated the iconic window scene, set against a spectacular view of the London skyline. Elevated by the muse in an elegant, shimmering, 1920’s Turner Vintage chainmail gown, the image has been conceptualised onto can in a look composed of cyan-blue glass shards.
‘Gardener’ – 2013: Look 3/4
Diet Coke releases a fresh incarnation of the ad with a handsome landscape gardener. Inspired by her garden at home in the Cotswolds, the intimate shot sees Kate surrounded by an assortment of her favourite florals, in a sheer, lilac Marchesa gown. Captured on can in an indigo and lavender corseted silhouette.
‘Runway’ – 2023: Look 4/4
Combining her love of the Diet Coke Break ads and unrivalled experience with fashion’s most influential names and faces, Kate has developed ‘Runway’, her own rendition of the 11:30 Break. Pictured backstage at a ‘Diet Coke by Kate Moss’ fashion show, resplendent in a dramatic, floor sweeping asymmetric gown, it is illustrated on can in Diet Coke’s signature red.
ABOUT THE DIET COKE BREAK BY KATE MOSS, ‘RUNWAY’, 2023:
‘Runway’ opens with Kate walking backstage as the show is being installed. There is high-octane energy as models and crew are prepping. The atmosphere intense and full of possibility… The collection is beautiful yet missing the final magic touches. Kate appears amidst the chaos. The clock is about to strike 11:30. All eyes are on her.
A dresser nudges the show producer: “Diet Coke Break”.
The iconic soundtrack swells. Kate opens an ice-cold Diet Coke, cutting through the charged atmosphere. Quenching her thirst for creativity, she is inspired. In a light-hearted twist, Kate unexpectedly grabs a set of industrial chains – just the right silver accessory to make a look, the look.
Inspired by Kate’s ‘Break’, everyone knows what to do. In a shared moment of release, they take her lead and style their models with silver embellishments to unify the collection.
Ready for the show, Kate looks resplendent in a floor-length red gown, complete with metallic hair piece.
With one flash of the backstage photographer’s camera, a dresser reaches for Kate’s Diet Coke, but it’s the one final silver accessory she doesn’t want to part with. And with a cheeky glint in her eye, she dares the audience to ‘Love What You Love.’
ABOUT ‘LOVE WHAT YOU LOVE’:
‘Love What You Love’ is Diet Coke’s integrated marketing campaign, celebrating individuals that embrace a positive, unapologetic attitude, by knowing who they are and what they love. Diet Coke drinkers’ style is dictated more by their mood and personality - staying true to doing things their own way, because loving what you love is always in fashion.
ABOUT COCA-COLA GREAT BRITAIN:
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 www.coca-cola.co.uk
ABOUT THE ‘LOVE WHAT YOU LOVE’ ON-PACK PRIZE PROMOTION:
Get runway ready. A chance to win hundreds of prizes curated by Kate Moss. Instant win prizes curated by Kate include Selfridges e-gift cards worth £50 and £100 and three-piece gift sets from Kate’s new beauty and wellness brand Cosmoss containing a refreshing face cleanser, a hydrating face cream and Golden Nectar drops worth £240.
Each instant win entry will automatically enter you into that week’s grand prize draw giving shoppers the chance to win an all-expenses paid ‘ultimate shopping experience’ for two, which includes a one-night stay at a Central London Hotel and a £3,000 Selfridges voucher, and personal styling session. From finding that perfect party outfit to mastering an after-dark beauty look or helping them give their wardrobe a refresh; the Selfridges styling, and beauty experts will be on hand to give you personalised tips, advice and recommendations. Treat yourself, friends, or family, love what you love.
‘Diet Coke Break: Runway’ Credits:
Director & Photographer: Felix Cooper
Photographers Agent: CLM
Production Company: January Productions
Stylist: Katy England
Make-up: Isamaya Ffrench
Hair: Syd Hayes
Fashion Partnerships Lead: Sean Kellett
Creative Strategist and Copywriter: Justin Martin
Creative Producer: Gemma Knight
Brand producer: Lazaros Rinakis
Brand producer: Omar Sadiq-Baig
‘I Just Want To Make Love To You’ Music Credits:
Vocals: Joséphine de La Baume
Produced by Carlos O'Connell
Mixed by Barney Lister
Engineered by Andrea Cozzaglio
Guitars & Bass: Carlos O'Connell
Piano & Wurlitzer: Martin Slattery
Saxophone: Tom Waters
Drums & Percussion: Tom Coll