Diet Coke appoints Kate Moss as creative director as it celebrates 40th birthday

Diet Coke has announced that model Kate Moss will be creative director of the brand as it celebrates its 40th anniversary this year.

Moss will be tasked with executing the new Diet Coke “Love What You Love” campaign, which spotlights individuals who embrace a positive attitude to life, by knowing who they are and what they love.

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 ‘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.”