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Diet Coke taps Kate Moss for creative director gig

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By Hannah Bowler | Journalist

July 1, 2022 | 3 min read

Diet Coke has appointed supermodel Kate Moss as its creative director.

Moss will be working on Diet Coke’s ‘Love What You Love’ campaign for its 40th anniversary.

She’s been tasked with executing the brand’s London Fashion Week activities, kicking off in September, which are pivotal to its latest campaign and anniversary plans. These include multiple partnerships and activations, including a promotion gifting fashion-related prizes.

Kate Moss tasked with executing Diet Coke's 40th anniversary

Kate Moss has been tasked with executing Diet Coke’s 40th anniversary celebrations

Her appointment comes amid a resurgence in celeb creative directors. In the past year, Pretty Little Thing appointed Love Island constant Molly-Mae Hague as creative director, Playboy tapped Cardi B as creative director of its fledgling influencer platform Centerfold, and Kendal Jenner turned heads when she was given the top job at FWRD.

The industry has historically been cold toward celebrity creative directors, seeing them more as PR stunts that undervalue the hard work it takes to reach creative director positions.

But Diet Coke said Moss will bring her “aesthetic and style” to the brand and help it partner with more members of the fashion industry. Michael Willeke, integrated experience director, Europe at The Coca-Cola Company, said the appointment will “continue Diet Coke’s rich history of collaborating with some of the biggest names in fashion and culture.”

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“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,” added Willeke.

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