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.
The third bottle and latest addition to Gaultier’s collection, ‘tattoo’ bottle captures the designer’s passion for body art and will be available free when consumers purchase two bottles of Diet Coke (in Boots only).
Two new TV commercials (see below) bringing to life the ‘tattoo’ bottles and cans will also be launching from tonight.
The campaign will also be further supported through an a Facebook app and game, advertising campaign across Toni and Guy salons, print ads, a sampling bus tour and VOD slots.
Zoe Howorth, market director for Coca-Cola Great Britain comments: “We’re thrilled to be revealing the third bottle in the collection from creative director Jean Paul Gaultier, with the launch of ‘Tattoo’ alongside the first ever fashion Diet Coke cans. Fashion is an integral part of the brand and the next stage of the campaign further engages our fashion-forward and stylish target audience of young women. Jean Paul Gaultier is a great fit for the Diet Coke brand, helping bring a lighter approach to style and fashion to our audience.”
