Diet Coke is placing loyal fans at the forefront of its new ‘Love What You Love, By You’ campaign.

Launching today, the multi-channel campaign is part of the FMCG giant’s 2022 ‘Love What You Love’ campaign.

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The integrated marketing campaign will see a brand-new TVC, inspired by real breaks, VOD, OOH and Digital ads appear across Great Britain from this month.

Social, digital, Influencer, PR, and in-store activations will also appear throughout the remainder of the year, the company revealed.

To amplify the new brand messaging, Diet Coke will also be working with celebrities and influencers, such as AJ Odudu, Vogue Williams, Oliver Proudlock and Layton Williams to showcase their unapologetic attitudes throughout their life and work.

The Coca-Cola Company, Senior Brand Manager, Omar Sadiq-Baig said: “We are so excited to take our platform to the next level – for us, it’s always been about celebrating Diet Coke drinkers above all else.

“There’s something hugely exciting coming later this year, designed to directly delight our fans, and is well worth keeping an eye out for – both on your screens and on your supermarket shelves.”