FDBusiness.com

Diet Coke has linked up with fashion designer Jean Paul Gaultier for the second time to create new ‘Night and Day’ cans

The new ‘Night and Day’ cans and ‘Tattoo’ bottles are due to be on supermarket shelves by 17 October.

They will be supported by integrated marketing activity, adding what Coke calls some “further fashion fizz to the ‘Love it Light’ campaign”.

According to Diet Coke, the third bottle and latest addition to the collection, ‘Tattoo’ captures Gaultier’s passion for body art and will be available free when consumers purchase two bottles of Diet Coke in Boots stores.

The iconic Diet Coke can will undergo its first designer makeover, with the limited-edition ‘Night and Day’ cans showcasing Gaultier’s well-known Breton stripes and lace corset looks.

Diet Coke said that it will also be rewarding its audience of “stylish young women” through sampling activity at Clothes Show Live and a nationwide bus tour kicking off in late September. Consumers will be able to take home temporary tattoos based around his most iconic creations and  ‘Night and Day’ bottles.

Zoe Howorth, market director for Coca‑Cola Great Britain said: “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.”