Diet Coke is partnering Absolutely Fabulous: The Movie from Fox Searchlight Pictures, which releases in cinemas nationwide on 1 July.
To celebrate, the soft drinks brand has unveiled limited-edition Diet Coke Absolutely Fabulous themed packs bearing images of Jennifer Saunders and Joanna Lumley playing Edina Monsoon and Patsy Stone.
Diet Coke Absolutely Fabulous packs will be available across the full Diet Coke range nationwide from mid-June.
The partnership will be supported by in-store POS, an outdoor advertising campaign, PR, radio and digital.
Caroline Cater, operational marketing director at Coca-Cola Enterprises, said: “As one of this summer’s most anticipated films, Absolutely Fabulous: The Movie is the ultimate partnership for Diet Coke. Many of our Diet Coke drinkers grew up watching the iconic British comedy on television so we feel very excited about the collaboration and look forward to celebrating the film with our Diet Coke Absolutely Fabulous themed packs. The two brands’ target demographics mirror each other perfectly, making the pair an ideal double act.”