In 2010, following the success of our Matthew Williamson collaboration for Coca-Cola in 2003, the brand asked us to come up with a way to engage with its drinkers.
We decided to to once more turn the bottle into a powerful piece of content. Diet Coke had become a favourite drink of people in the fashion industry. We asked one of the globe’s most iconic visionaries, Chanel designer Karl Lagerfeld, to design three Diet Coke bottles inspired by its biggest fans.
The bottles were launched at an event in Paris, hosted by the designer himself and attended by a host of A-listers: Lily Cole, Uffie, Nicole Trunfio, Melanie Bernier, Caroline de Maigret, and more.
A year later, it was the turn of Hermes director, Jean Paul Gaultier, who launched his bottles at Crazy Horse in Paris.
For the brand’s 30th anniversary in 2013, The Coca-Cola Company wanted to celebrate the women who had embraced the drink over the past three decades, and bond with a new generation of drinkers. We commissioned Marc Jacobs as Diet Coke’s creative director. As well as his bottle creations, he oversaw all aspects of the campaign – from digital to advertising and PR – and starred in his own remake of the famous hunk TV ad.
Each set of bottles sold out at premium retail outlets across Europe and achieved blanket media coverage across broadcast, print, digital and social channels. By creating a fashion platform for Diet Coke, we made the drink a must-have accessory for female drinkers across Europe.