Selfridges will be the exclusive retail partner for the venture, which will allow shoppers to create their own bespoke crystal bottle made with Swarovski elements.
Johnny Rocket will have a pop up workshop housed in Spirit, the fashion-forward department at Selfridges’ London flagship store from today (14 October).
The Diet Coke Crystal Collection bottles are on sale in Selfridges food hall for £1.50. Customers can visit the Customisation Bottle Boudoir and create a personalised bottle for £5.
Johnny Rocket’s jewellery has been worn by celebrities, including fashion designers Julien MacDonald and Tom Ford and Kylie Minogue. Previous limited edition Diet Coke bottles have been designed by Patricia Field and Manolo Blahnik.
The Diet Coke Crystal Collection will be supported by a 25 second animated ad on the Coca-Cola Piccadilly Sign and a PR campaign alongside digital engagement across the Diet Coke ’Love It Light’ Facebook page.
Earlier this year Diet Coke teamed up with cosmetics firm Nails Inc to launch a limited edition co-branded range of nail polish.
Coca-Cola Great Britain has also launched a three year partnership with StreetGames, a national charity set up to help young people in disadvantaged communities get active and participate in sports today.