Appointed the new creative director of Diet Coke for 2012, Jean Paul Gaultier has just launched a new series of Diet Coke bottles, designed with his signature style. The sailor stripes and Madonna iconic bra have been the signatures of Jean Paul Gaultier for years, and these are the designs he used on the Diet Coke bottles; seeing how the form of the bottle is similar to the contour of a woman’s curves. This bold collaboration between the two heavyweights, America’s signature beverage and France’s iconic fashion designer, resulted in must-have limited edition Diet Coke bottles that will glamorize the image of Coca Cola for decades to come.
The “Night & Day” theme that Gaultier embodied in the Diet Coke bottles features his trademark stripes for the “Day” theme and the “sexy rock chick edge” for the “Night” theme. One more design is yet to be released, featuring tattooed body art. The campaign slogan is “Love it Light.”
This campaign includes Gaultier’s personal appearance in a series of funny short films. You can see the first video above and the second one here.
“The brand asked me to explore its fun personality and to style the bottle. I want to show people the codes and signatures I love. The bottles have the shape of a woman’s body, so it was great fun to ‘dress’ them. 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,” says Gaultier.
“We’re thrilled to have Jean Paul Gaultier on board as Creative Director for Diet Coke in 2012. Fashion is at the heart of the Diet Coke brand and this new partnership aims to further engage our fashion-forward, stylish target audience of young women. Gaultier’s avant-garde style offers the perfect match for Diet Coke, providing fashion must-haves for those with a ‘lighter approach’ to style and fashion,” says Zoe Howorth, market activation director for Coca-Cola Great Britain.
This collaborative campaign is what I call pure genius! I can’t wait to get my hands on these limited edition bottles.
What do you think of this new campaign?
For more info: http://www.facebook.com/DietCoke