Coca-Cola Europacific Partners (CCEP) has launched a new Diet Coke campaign, ‘Love what you love’, to encourage consumers to embrace a positive, unapologetic attitude.

The campaign includes a TV advert that shines a light on one women’s rush hour journey and her conviction to transform her hectic post-work commute with the joy of roller skating.

The TV advert will be supported with outdoor advertising, which will feature across GB and will be a representation of a handful of loyal fans and their passion for self-expression, while holding a Diet Coke can.

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To mark the launch of the campaign, CCEP is partnering with London Fashion Week to give fans the chance to reclaim their break, with an on-pack promotion of 500ml, 2l formats and multipacks.

Shoppers will be in with a 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.

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Martin Attock, VP commercial development at CCEP, said: “With a 55% share of zero sugar cola sales in GB and sales growing by 5% year on year, Diet Coke and Coca-Cola Zero sugar continue to be firm favourites with shoppers.

“The Diet Coke ‘Love what you love’ campaign is the first piece of activity which will help us celebrate 40 years of the brand, delivering strong activation in store for our customers to help drive sales while rewarding loyal fans of Diet Coke.”

Retailers can visit coke.co.uk/fashion for more information around the on-pack promotion and GB partnership

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