Coca-Cola has unveiled a trio of silver cans, developed by Marc Jacobs, the new creative director of Diet Coke (Coca-Cola Light) in Europe. The “I Heart” cans pay tribute to three decades in the world of fashion—the 1980s, 1990s and 2000s.
Diet Coke
Marc Jacobs replaces Jean Paul Gaultier as the creative director of Diet Coke for 2013. The brand, which celebrates its 30th anniversary in Europe this year, has tapped the fashion designer to design the new packaging (“whimsical, feminine” as he confessed to WWD) for the diet version of the legendary drink and to handle the creative part of the brand’s promotions in 2013.
Coca-Cola has tapped US pop country singer Taylor Swift as a new celebrity face for Diet Coke. The brand, which last year celebrated its 30th anniversary in the USA, will feature the 23-year old lady in its multi-platform campaign, which is expected to include more than just adverts. According to Ad Age, “executives close to the company noted she will not be involved in the company’s Super Bowl campaign.” Apparently, it’s because the young celebrity, who is gaining her power quite fast in the entertainment business, currently doesn’t have the superstar presence of such performers as Beyonce, who has been tapped by Pepsi and will be headlining the Super Bowl halftime show sponsored by the brand.
Diet Coke is unveiling the next stage of its collaboration with Jean Paul Gaultier. Following the appointment of the world’s most famous fashion designer as the brand’s creative director back in April 2012, Diet Coke then revealed a Madonna-inspired new packaging for an iconic contour bottle. The new stage sees the Gaultier’s ‘Night and Day’ designer cans, showcasing his famous Breton stripes and lace corset looks, along with a new tattoo bottle hitting stores as a gift with purchase from 17th October in Boots stores across the U.K.
Following the name-focused promotion launched last year, Coca-Cola South Pacific has kicked off another activation revolving around personalization. The iconic carbonated drink brand is offerings its Australian consumers an opportunity to choose the bottle of Diet Coke, which suits their current mood, and get rewarded for this. The Reward Your Mood marketing campaign, which is fronted by a new Diet Coke ambassador, young US actor Chace Crawford, has been launched across Australia and includes on-pack, out-of-home and online promotion via the Coke Unleashed website and the brand’s Facebook page.
Diet Coke is launching a new set of bottles inspired by Jean Paul Gaultier’s iconic creations. Earlier this spring, the soft drinks brand announced partnership with its new creative director, the world famous fashion designer Jean Paul Gaultier, who developed new chick Diet Coke bottle designs based on his iconic models and fronted the whole campaign. Following the launch of a series of adverts, in which the designer appeared as a shrink, paparazzi and a private detective, a new round of campaign has been revealed. Now the brand presents new bottles, and one of them is ‘dressed’ in Madonna’s iconic outfits, devised by Gaultier.