The £5m campaign is highlighting the chance to win one of 500 prizes, including trips to Monte Carlo, Las Vegas and New York, as well as a £10, 000 ‘Diet Coke' break.
Consumers can register on-pack codes on the Diet Coke Break website or text to receive instant notification. Everyone who registers is eligible for exclusive partner discounts with high street retailers, including Miss Selfridge, Tony & Guy and opodo.co.uk.
The 'Create your own 'Diet Coke' Break' on-pack promotion will run on cans of Diet Coke throughout March and coincides with the launch of Diet Coke Citrus Zest, a blend of lemon and lime, which launched on 26 February.
The fully integrated campaign is supported by a television campaign, point-of-sale material, ads in the female press, along with digital and email activity.
The promotion is part of Cola-Cola's revival of its Diet Coke Break advertising and introduction of the new Diet Coke Hunk last month.
The company is aiming to make a clear distinction between its three cola brands, with original Coca Cola at its core, Coke Zero (dubbed 'Bloke Coke') and Diet Coke for females.