Diet Coke announces partnership with upcoming “Ab Fab” movie

Fashion lover? You might want to rejoice, as Diet Coke today officially announce that it is partnering with the highly anticipated Absolutely Fabulous: The Movie from Fox Searchlight Pictures, which releases in cinemas nationwide on July 1.

To celebrate, the soft drinks brand has unveiled limited-edition Diet Coke Absolutely Fabulous themed packs.

Inspired by the glitz and glamour of the popular British comedy, an image of Jennifer Saunders and Joanna Lumley back in action as the characters Edina Monsoon and Patsy Stone, decorates the limited-edition pack designs.

The limited-edition Diet Coke Absolutely Fabulous packs are available across the full Diet Coke range nationwide from mid-June, while stocks last.

The partnership will be supported by in-store PoS, an outdoor advertising campaign, PR, radio and digital.

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“The huge reach and scale of Absolutely Fabulous: The Movie will give Diet Coke opportunity to offer a new range of product to its key target demographic,” says Coca-Cola. “Equally, having Diet Coke as key brand partner will give Absolutely Fabulous: The Movie increased visibility across its target audience through the high quantity of product available nationwide.”

Caroline Cater, operational marketing director at Coca-Cola Enterprises, said: “As one of this summer’s most anticipated films, Absolutely Fabulous: The Movie is the ultimate partnership for Diet Coke. Many of our Diet Coke drinkers grew up watching the iconic British comedy on television so we feel very excited about the collaboration and look forward to celebrating the film with our themed packs. The two brands’ target demographics mirror each other perfectly, making the pair an ideal double act.”

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