Patricia Field gives Diet Coke a sexy new look

The limited edition ‘diet Coke' City Collection is being sold exclusively at Selfridges nationwide from 15 May, priced at £1.99 a bottle and £7.95 for a collection pack of four.  

The bottle designs and Selfridges partnership will be announced via an advertisement on the world-famous London Piccadilly sign along with impactful window displays and in-store merchandising at Selfridges stores in both London and Manchester.  Other in-store initiatives include a personal appearance and signing with Patricia Field on 16 May and a series of charity auctions. 

The initiative is supported by extensive PR activity, including an exclusive launch party on 15 May at Selfridges, and a targeted product placement campaign to seed the bottles with influential fashion and style figures. 

Cathryn Sleight, Marketing Director for Coca‑Cola Great Britain, says:  "We are honoured to have a fashion icon like Patricia Field creating these amazing designs. The bottles celebrate ‘diet Coke's' sassy, sexy personality and with this, they appeal to our loyal female consumers. With the limited availability of these glass bottle designs, we are positioning the range as a future collectors item, as well as an absolute must-have for the summer."  

Patricia Field explains: "I love to push fashion boundaries and giving one of the most famous brands in the world a stylish new look has been fantastic.  In terms of design process, I immediately imagined glamorous glittery dresses following the feminine contours of the ‘diet Coke' bottles and then invited my friend and artist Martine to help me create the faces and persona of these four women.  I think of the bottle as a glamorous fashion accessory suited to the ‘diet Coke' lifestyle." 

Patricia continues: "My design for the ‘diet Coke' City Collection captures today's modern women, confident, glamorous, sexy and more in charge of their own lives and represents the areas of life that are most important to them such as: ‘career', ‘passion', ‘love' and ‘fashion'.  In addition the designs represent ‘diet Coke' as a sexy, sassy brand perfectly compatible with today's woman." 

Patricia's bottle designs were inspired by four areas: gold = career, turquoise = glamour and fashion, red = passion and pink = love. 

The designs will also be used to create some exclusive signed ‘diet Coke' City Collection memorabilia available at www.CokeZone.co.uk from May 2008.

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 Notes to Editors:

About ‘diet Coke': ‘Diet Coke is the second best-selling sparkling soft drink brand in the GB Grocery Multiples market behind regular ‘Coke'. In 2007 it saw a return to its female heartland with a revival of the ‘diet Coke' ‘break' ad campaign, which has now been ranked as one of the top five best ads ever tested by Millward Brown.

About Patricia Field: Patricia Field is an award-winning film and television costume stylist. Through her work costuming Sex and the City, and The Devil Wears Prada, Patricia has become famous for reflecting the ‘essence' of New York City.

Patricia is a native New Yorker who began her career when she opened her eponymous Greenwich Village boutique in 1966.  For over 30 years, this downtown institution has been an internationally known favourite of the fashion-forward and has been a defining factor in the urban style of New York's glittery nightlife. 

About Selfridges:

• The business was founded by American entrepreneur Gordon Selfridge in 1909 and run by him until he retired in 1940 and took on the role of President. Gordon Selfridge died in 1947 and four years later Lewis's Investment Trust bought a controlling interest in Selfridges.
• In 1965 Charles Clore's British Shoe Corporation (subsequently the Sears Group) bought a controlling interest in Lewis's Investment Trust and in doing so acquired Selfridges.
• In 1998 the company was de-merged from the Sears Group and floated on the London Stock Exchange.
• In 2003 Galen Weston purchased Selfridges. He and his wife Hilary are closely involved with the development and growth of the company.
• In the year ended 31 January 2007, Selfridges' sales rose by 11 per cent to £597 million and grew profit by 33 per cent to £65 million.
• Galen Weston is Chairman of Selfridges and, in January 2004, Allan Leighton was appointed Deputy Chairman.
• Paul Kelly became Chief Executive of Selfridges in February 2004. Before that, Paul was Managing Director of Brown Thomas in Dublin for ten years. He has worked with the Weston family for over 20 years.
• Galen Weston is Chairman of the premier luxury goods company which, as well as Selfridges, includes Holt Renfrew in Canada and Brown Thomas in Ireland.
• Sefridges has four stores in Birmingham, London Flagship, Manchester Trafford Centre and Manchester Exchange Square

Stockist information: Selfridges 0800 123 400 or www.selfridges.com