Diet Coke recruits Jean Paul Gaultier

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.

John Paul Gaultier Diet Coke

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.

https://www.youtube.com/watch?v=ho2XzgC-TLs

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here