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Diet Coke Taps Jean Paul Gaultier

The designer has been named creative director of the brand in Europe, WWD has learned.

Jean Paul Gaultier in an online film for Diet Coke.

POP CULTURE: Jean Paul Gaultier — a fizzy fashion personality if ever there was one — has been named creative director of Diet Coke in Europe, WWD has learned. The soda giant will reveal today that the madcap couturier is to design bottles and cans, plus play a role in ad campaigns, online content and retail concepts throughout 2012. “The bottles have the shape of a woman’s body, so it was great fun to dress them,” Gaultier declared. The first limited edition designs are to make their debut across Europe next month.

To unveil the collaboration, and build curiosity about forthcoming projects, Diet Coke created three light-hearted short films for its YouTube channel, depicting Gaultier as a therapist, a journalist and a private detective solving a puppet’s wardrobe dilemmas. The makeover series kicks off today.

This story first appeared in the March 8, 2012 issue of WWD.  Subscribe Today.

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