Diet Coke has imagined a commuter’s dream-like scenario with its new campaign titled ‘Love What You Love’ that spotlights one woman’s uplifting journey home during rush hour.
In the short film, viewers see the main character taking a sip of the fizzy beverage in the middle of a bustling city street. She is instantly transported to a tranquil and completely deserted area, and we see that she’s in fact wearing a pair of retro-style roller skates.
Gliding through the streets with spectacular twists and turns, the woman exudes pure happiness as a cover of Bjork’s It’s Oh So Quiet plays in the background. As reality begins to come back into focus and the hectic streets appear once more, the woman joyfully begins her journey home with a newfound passion.
To mark the launch of the new ad, Diet Coke is partnering with London Fashion Week to give fans the 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.
“For almost 40 years, London Fashion Week has been at the forefront of the global fashion calendar,” said Omar Sadiq-Baig, senior brand manager at Coca-Cola.
“Renowned for celebrating the best of British fashion – from catwalk shows to immersive digital presentations – it provides a platform to showcase some of the industry’s biggest names and most exciting talent debuts on the global stage. With our new global campaign and on-pack partnership with London Fashion Week in GB, we aim to inspire and reward our loyal fans. Because loving what you love is always in fashion, and that is something worth celebrating.”
The campaign will be further supported via a multi-screen AV, with out-of-home (OOH), social, digital, PR support and POS activations. Within the UK, the project will be brought to life on Instagram Live with five style icons.
“Diet Coke has been not only been a staple at London Fashion Week over the decades but a brand synonymous with fashion, design and style,” added Caroline Rush, chief executive of the British Fashion Council.
“While the fashion industry is reigniting the love of its own creative spirit, this unique partnership is the perfect fit for fans of Diet Coke and fashion.”