Coca-Cola is continuing its collaboration with fashion designer stardom, but the new project is not limited to just another fashion bottle or packaging. Diet Coke teamed up with Jean Paul Gaultier, who has become the brand’s new creative director, to produce a series of products, which include online content, European advertising campaigns, retail concepts and yes, a collection of Diet Coke—all of them to be unveiled throughout the year of 2012.
“The Diet Coke motif is so beautiful I had to design around this. The finishing touch was to apply my logo to the bottle, like applying a fragile stamp—making it something special you want to touch,» commented the fashion designer. Gaultier, who took this role at Diet Coke over Karl Lagerfeld, is going to infuse the brand’s life and style with his bizarre, but splendid style and creative power.
Under this partnership, the brand’s portfolio will get a new “limited edition collection of show-stopping bottles and cans,” which will join the previous Diet Coke’s fashion designs by Lagerfeld, Diane von Furstenberg and Johnny Rocket to name just a few. Diet Coke will inspire the celebrated designer to create a hilarious collection ‘Night & Day,’ which will be paying homage to a number of Gaultier’s well-known collections.
To celebrate the launch of the new partnership, Diet Coke released ‘The Night & Day Serial Designer’ humorous mini-series starring Jean Paul Gaultier as a therapist, a journalist and even a private detective. He appears in the spots along with the iconic trio of female puppets Irene, Bernadette and Eleanor, talking with the designer and trying on his iconic glamorous outfits. The first episode premiered on the brand’s YouTube channel yesterday, on March 8—the second episode has arrived today and the third one will be launched tomorrow.