Kate Moss was appointed as Diet Coke's Creative Director for the campaign, designing a collection of four limited edition can designs inspired by her favourite fashion moments over four decades: denim, leopard, lace and camouflage. The designs also feature Kate's signature and a monochrome portrait designed by her close friends at Rockins, created to celebrate her own 40th birthday.

The denim, lace and leopard variants were available across the UK in 8, 10 and 12-can multipacks, while the camouflage design was exclusive to Tesco Group stores. The denim design draws on Kate's iconic photoshoots and personal wardrobe, with a classic blue denim texture wrapping the full can body alongside the Diet Coke branding in white.

The on-pack promotion offered fans thousands of prizes hand-selected by Kate herself, including handbags, signed books and retail vouchers, distributed via codes on specially designed 500ml and 2-litre bottles and on the outer boards of the multipack cans.

The collection followed Diet Coke's heritage of high-profile fashion collaborations, which previously included Karl Lagerfeld and Jean Paul Gaultier. The Kate Moss collection marks one of the most commercially significant fashion partnerships in Diet Coke's history, with the brand worth over £950m and consumed by 4 million UK consumers every week at the time of launch.