Diet Coke and Jean Paul Gaultier

Diet Coke is still viewed as a ladies drink. Coke Zero is more masculine and has been marketed as such. So a connection between fashion and Diet Coke seems like an obvious thing. At the beginning of 2012 Jean Paul Gaulier was selected as the creative director for Diet Coke. Since then various things have been created to promote the two brands. He isn't the first fashion designer to collaborate with Coke. Karl Lagerfeld, Matthew Williamson and Roberto Cavalli have also worked with the brand.

The obvious change is the packaging. It's an easy and very visible way to get consumers to see the connection between the two brands. There have also been adverts which include the small puppets and Gaultier himself. Posters which feature models using photos of Gaultier have also been created.

I think it's great for designers to collaborate and work on different projects. It must be refreshing to be given a different task, and to be able to make your mark on something that you wouldn't usually have the opportunity to.