Coca-Cola Enterprises (CCE) has partnered with Absolutely Fabulous: The Movie to create a new packaging design for its Diet Coke brand.
The new packaging features the stars of the movie, including Jennifer Saunders, Joanna Lumley, Edina Monsoon and Patsy Stone.
The limited-edition Diet Coke Absolutely Fabulous packs are available across the full Diet Coke range throughout the UK from mid-June.
A limited-edition 250ml bottle will also be available from Liberty London and Boots stores nationwide to mark the launch of the film.
The partnership will be supported by in-store points of sale (POS) and an outdoor advertising campaign, as well as PR, radio and digital platforms.
CCE operational marketing director Caroline Cater 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 Diet Coke Absolutely Fabulous themed packs.
"The two brands’ target demographics mirror each other perfectly, making the pair an ideal double act."
CCE employs around 4,000 people across its manufacturing sites, offices and depots in England, Scotland and Wales.
Coca-Cola Great Britain is currently marketing 18 brands and over 82 products to consumers.
Image: The new Diet Coke packaging is inspired by Absolutely Fabulous: The Movie. Photo: courtesy of Coca-Cola Enterprises.