Diet Coke has signed designer Jean Paul Gaultier as its creative director as it looks to put more weight behind its marketing strategy to target fashionistas.
The French designer is set to appear in a series of short films alongside Diet Coke’s puppet brand ambassadors to solve “fashion emergencies” for the three characters as the drinks brand looks to bring more fun and humour to its fashion-focused marketing approach.
As with other Diet Coke and designer collaborations, Gaultier will also be designer a series of limited edition bottles and cans to be sold in Harvey Nichols. Previous designer partnerships have included collaborations with Karl Lagerfeld, Patricia Field, Manolo Blahnik and Johnny Rocket.Gaultier is also set to help create and feature in further above the line advertising later in the year.
Zoe Howorth, market activation director for Coca-Cola Great Britain, says: “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.”
Last year Diet Coke set out a three year strategy that sees all of its marketing activity linked to fashion under the banner “a lighter approach to fashion”.
Diet Coke claims its sales have increased 4.9% year on year since it implemented the strategy.