Jean-Paul Gaultier Appointed Creative Director of Diet Coke

As if we needed another reason to guzzle Diet Coke (pay no attention to that 4-MEI in the caramel color!), fashion designer and oldest living enfant terrible Jean-Paul Gaultier has been appointed creative director of the brand. Unfortunately, his position is limited to Europe, land of “Coca Light,” where he’ll design a selection of cans and bottles (limited-edition, bien sur) as well as add his signature flair to online content, retail concepts, and ad campaigns. “The bottles have the shape of a woman’s body, so it was great fun to ‘dress’ them,” said Gaultier in a statement issued by the Coca-Cola company announcing the collaboration. “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.” The “Night and Day”-themed bottles debut in stores across the pond next month, but Diet Coke has already debuted a trio of videos chronicling Gaultier’s adventures as “The Serial Designer” (we suspect something was lost in translation with that title). Modish marionettes and tiny cans of Diet Coke are involved. Voila:

Publish date: March 12, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT