Coca-Cola Europacific Partners (CCEP) has announced the ‘Win what you love’ Diet Coke promotion, continuing its collaboration with creative director Kate Moss.

From 13 March until 2 May, consumers can scan QR codes on promotional packs of Diet Coke illustrated with Moss’ portrait for the chance to instantly win prizes and enter weekly prize draws.

Prizes include an exclusive trip away to one of Moss’ favourite countryside retreats, hundreds of cosmetic products from Moss’ Cosmoss wellness brand, and retail vouchers.

The promotion will run across the core Diet Coke range and Diet Coke No Caffeine varieties, including take-home bottles and multipack cans.

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It will be supported by a multimillion-pound marketing campaign across TV, outdoor, social media and digital advertising, influencer activity and in-store activity.

Convenience retailers can also request PoS materials from my.ccep.com

Martin Attock, vice president of commercial development at CCEP GB, said: “Fashion, trends and keeping up with celebrity personalities are real passion points for our Diet Coke fans, making this latest on-pack promotion and campaign ideal for our brand loyalists.

“We wanted to tap into this and reward consumers with the opportunity to pick up some fantastic fashion-themed prizes and even a luxury getaway experiences all specially chosen for them by our creative director, Kate Moss. This campaign presents a great opportunity for retailers to deliver theatre in-store and benefit from increased sales of Diet Coke.”

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