‘Love What You Love, By You’

New Diet Coke Campaign Celebrates Loyal Fans

London, 1st March 2024: Today, Diet Coke announces its brand-new campaign, 'Love What You Love, By You', an evolution of its successful brand campaign launched in 2022, ‘Love What You Love’. The campaign speaks directly to the positive and unapologetic attitude of Diet Coke fans, by putting them at the heart of the campaign.

The creative is a fun and thirst-quenching representation of over thirty quotes, teamed with eye catching creative from real fans from across the UK, and their passion for self-expression. The simple, yet impactful concept, celebrates everyday individuals enjoying a Diet Coke unapologetically their way, because there's no one better to talk about why they love the brand, than real life consumers themselves.

The integrated marketing campaign will see a brand-new TVC, inspired by real breaks, VOD, OOH and Digital ads appear across Great Britain from March as well as social, digital, Influencer, PR, and in-store activations throughout the remainder of the year.

To amplify the new brand messaging, Diet Coke will be working with a group of influential brand ambassadors, including AJ Odudu, Vogue Williams, Oliver Proudlock, Layton Williams and more, all well known for showcasing their positive unapologetic attitudes throughout their life and work.

Omar Sadiq-Baig, Senior Brand Manager at The Coca‑Cola Company, said: “We are so excited to take our platform to the next level – for us, it’s always been about celebrating Diet Coke drinkers above all else. There’s something hugely exciting coming later this year, designed to directly delight our fans, and is well worth keeping an eye out for – both on your screens and on your supermarket shelves."

For more information please visit the Coca‑Cola Media Centre

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Notes to editors:

Contact Details: Dietcokegb@wpp.com

About Coca‑Cola Great Britain:

Coca‑Cola Great Britain is responsible for marketing 13 brands and over 55 products to consumers across Great Britain. Led by Coca‑Cola, one of the world's most valuable and recognisable brands, our company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau smartwater, Schweppes and Powerade. The Company is committed to a World Without Waste. All its packaging is recyclable, and it has a global goal to collect and recycle every one of its bottles or cans by 2030.

@dietcokegb #lovewhatyoulove #dietcokebreak