Coca Cola Enterprises Ltd (CCE) has invested in a multi-million pound integrated Diet Coke campaign.

The new ‘Regret Nothing’ campaign attempts to deviate from Diet Cokes original ‘Hunk’ advertising and is set to inspire women to indulge their impulsive side. It follows research by Diet Coke, showing that the fear of embracing your impulsive side can lead to self-restraint and regret.

Caroline Cater, operational marketing director at CCE, said: “This new campaign is designed to engage shoppers on an emotional level and have an even greater impact than the previous Diet Coke ‘Break’ commercials have had on consumers.”