Coca-Cola has launched limited edition Diet Coke cans that have been designed by Kate Moss.

The model is the brand’s new creative director to create Diet Coke by Kate Moss ‘Love What You Love’ Limited Edition campaign.

This comprises a limited edition collection of four can designs, campaign films and events for the brand’s 40th anniversary

Moss said: “When I designed my new Diet Coke by Kate Moss Limited Edition Collection, I was inspired by my favourite looks worn over the years – and how good they made me feel at the time. 

“Each design captures a moment I’ve loved – every piece holds a special memory for me and still lives in my wardrobe. It’s been great to revisit this, as part of the celebrations for Diet Coke’s 40th birthday.”

Martin Attock, VP commercial development at Coca-Cola Europacific Partners (CCEP) said: “Diet Coke is worth over £950m and consumed by 4m consumers every week making it GB’s No.1 zero sugar cola brand. 

“The new collection of Diet Coke cans by Kate Moss will help us deliver great activation in store for our customers to help drive further sales. 

“Not only will shoppers want to collect the can designs, but the on-pack will reward loyal fans of Diet Coke with 1,000s of prizes which include handbags, signed books and retail vouchers. We’re thrilled that Kate Moss is helping Diet Coke celebrate its 40th Birthday in style.”

The 330ml limited edition camo, denim, lace and leopard Diet Coke cans are available within 8, 10 and 12 x 330ml multipack cans. 

The on-pack promotion will run on specially designed 500ml, 500ml PMP, 2l PET bottles and on the outer boards of the 8, 10 and 12  x 330ml multipack cans.

 A supporting consumer marketing campaign featuring Kate Moss includes out-of-home advertising, social media and events.