Diet Coke is set to reveal the next stage of its campaign with Creative Director Jean Paul Gaultier, as the world-renowned fashion designer brings to life his most famous creations across more show-stopping bottles and cans. The new ‘Tattoo’ bottle and ‘Night and Day’ cans will be supported by integrated marketing activity, adding some further fashion fizz to the ‘Love it Light’ campaign.
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 from 17th October.
The iconic Diet Coke can will undergo its first designer makeover, with the limited-edition ‘Night and Day’ cans showcasing Gaultier’s famous Breton stripes and lace corset looks.
Marketing activity will bring to life the designers fun and light-hearted approach to fashion through a pair of new TVCs, print ads, digital elements and sampling activity. The quirky TVCs set to launch on 24th September, across ITV2 and Sky Living will reach the key Diet Coke fashion-forward audience before securing a primetime spot during Saturday night’s XFactor. This will be further amplified through the seeding of the TVCs across VOD slots linked to strands of fashion TV.
Other activity will see print ads, and a new initiative with Diet Coke running an advertising campaign throughout Toni & Guy salons. Facebook will also be utilised with an app giving users a teaser reveal of the ‘Tattoo’ bottle and Facebook game giving Diet Coke fans the chance to win a Gaultier tote bag,
Diet Coke 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 a sprinkle of Gaultier, with experiential activity offering nail wraps and temporary tattoos based around his most iconic creations as well as giving out the ‘Night and Day’ bottles.
Zoe Howorth, Market Director for Coca-Cola Great Britain comments: “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.”
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Notes to Editors:
Jean Paul Gaultier ‘Tattoo’ aluminium bottles available from Boots as a free gift when buying two x 500ml PET bottles of Diet Coke (or priced at £1.95) from 17th October – 13th November
Jean Paul Gaultier ‘Night & Day’ cans available from end-September to mid-November nationwide
‘Night and Day’ aluminium bottles will be available in Sainsburys from 13th–24th October (RRP £1.50)
Coca-Cola remains one of the most successful and innovative brands in the world today. On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In the latest 52 week period
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