Diet Coke Taps Kate Moss As Creative Director, A ‘Canvas to Inspire Generations’
Kate Moss, supermodel and businesswoman, is now also Creative Director of Diet Coke.
Through Moss’ influence, Diet Coke hopes to find a “canvas to inspire generations.” She is the first Creative Director to be appointed for the role in 10 years.
The creative director position goes beyond endorsing, and could potentially give Moss free rein on Diet Coke’s creative goals. While she won’t be spearheading new marketing initiatives, she would most likely be sought out for approval and creative inquiries.
As the company cites her as a muse, it would seem that she will hold the key to unlocking a wider audience. Her understanding of modeling and aesthetics may be what the drink brand is after in creative direction.
This appointment was announced via Moss’ Instagram account in celebration of Diet Coke’s 40th birthday. The announcement photo pictures her holding up a can of Diet Coke with the brand’s signature red surrounding her face.
The shoot was done for Diet Coke’s newest campaign Love What You Love, signalling a drop of its previous slogan, ‘Just for the Taste of It’.
Moss joins a roster of other famous faces as creative directors, including the late Karl Lagerfeld and Jean-Paul Gaultier, as well as Marc Jacobs.
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[via Dazed and The Drum, cover image via Coca-Cola Great Britain]
