Second Kate Moss Diet Coke campaign unveiled with retro inspiration

By

Sandra Halliday

Published
Jun 19, 2023

Coca-Cola was clearly pleased with the first iteration of its high-profile relationship with Kate Moss a year ago as its Diet Coke brand is back for a second link-up with the supermodel-turned-designer-turned-beauty-entrepreneur.

Airing this summer, Diet Coke by Kate Moss ‘Love What You Love’ will be back for Season 2 with a campaign inspired by the Diet Coke archives. 

Describing Season 1 as a “huge success”, it said the new ‘Diet Coke Break by Kate Moss’ “pays homage to the original 11:30 Diet Coke Breaks from the ‘90s and ‘00s”.

Those original Diet Coke Breaks aired from 1994 to 2013 and saw a group of women staring a sexy young man while he was working at various jobs (like a window cleaner). The soundtrack music was I Just Want to Make Love to You. 

It’s unclear exactly how the concept will reinterpreted in video several decades later and in a very different era for what is and isn’t acceptable in advertising.

However, the still images released so far include ‘Chains’ referencing a 1994 ad, featuring a chiselled construction worker on a building site. Wearing a gown designed by friend and stylist, Katy England, “the image is a high-fashion tribute to the pioneering TV ad”.

The other image, ‘Window’, references a 1997 ad. Photographed against the London skyline in a vintage silver chainmail gown, Moss “recreates that iconic window moment from 1997, made unforgettable by an irresistible window washer”.

So the brand is reviving the idea of the Diet Coke Breaks but the campaign is “very different aesthetically to the ‘90s and ‘00s” while “the narrative is the same”. 

Season 2 will also see “new high-fashion content, a highly covetable limited-edition collection and many more exciting surprises”.