Diet Coke may have had a brief fling with Karl Lagerfeld, but the carbonated beverage brand has decided to settle down with someone else. (Maybe the Kaiser is more of a casual dater, didn't want the commitment?) The lucky person? Jean Paul Gaultier.
The designer has just been named Creative Director for Diet Coke in Europe. Whether or not I think carbonated beverages deserve to have Creative Directors is beyond the point, Diet Coke's been making a major push to align itself with fashion brands for ages, and Jean Paul Gaultier's duties for the soft drink giant will be geared toward this marketing attempt.
You know what that means, don't you? Limited-edition Jean Paul Gaultier-designer Diet Coke cans. “The bottles have the shape of a woman’s body, so it was great fun to dress them,” the designer gushed.
We've definitely reached the next level of hell.
As part of his contract, JPG will star in a series of online spots promoting Diet Coke. Here's the first video:
Image via SugarScape