Coca-Cola is backing its Diet Coke range with a new multi-million-pound campaign: You Do You, which consists of a series of light-hearted creatives.

Made up of two new TV ads, the campaign airs from this month and features scenarios that see people embrace mainstream trends with surprising and humorous results.

The activity will tie-in with the recent launch of eight limited edition can designs across the Diet Coke portfolio, available from this month exclusively in the UK.

The fully integrated You Do You marketing campaign will also encompass out-of-home advertising, digital advertising, social media and PR. 

To target younger consumers, Diet Coke has partnered with Snapchat to offer users the option to use a face lens featuring one of the phrases from the new campaign.

Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said: “As we continue to evolve and update the Diet Coke brand for both loyal drinkers and a new wave of fans coming into the brand for the first time, we’re really excited about the launch of our new campaign, You Do You.”