Diet Coke cans to feature Edina and Patsy for Absolutely Fabulous: The Movie deal

Diet Coke is to release limited edition cans and bottles bearing cartoon versions of the fictional PR and editor duo Edina and Patsy of sitcom Absolutely Fabulous.

The packs will be on sale from mid-June, just ahead of the 1 July release date of the Fox Searchlight Pictures movie of the BBC sitcom.

The designs strike one odd note in not picturing Patsy with her trademark cigarette hanging from her lips, although whether or not this would break packaging regulations Coca-Cola would understandably want to avoid any backlash from including it.

Jennifer Saunders, the creator and star of the sitcom, playing Edina, said: "Just like Absolutely Fabulous: The Movie, Diet Coke oozes glitz and glamour so I'm really excited about the partnership and can't wait to enjoy a 'Diet Coke break' with the limited-edition product!"

Coca-Cola said it would support the partnership with point-of-sale marketing, outdoor advertising, PR, and radio and online ads.

Bobby Brittain, marketing director at Coca-Cola Great Britain, said: "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."

An Absolutely Fabulous limited-edition 250ml 'Alu' bottle will also be available from Liberty London and Boots stores nationwide to mark the launch of the film.

This story originally appeared on PRWeek sister title Marketing

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