Coca-cola Design & Branding COCA-COLA LIGHT BY JEAN PAUL GAULTIER by Wolkoff & Arnodin

Adsarchive » Design & Branding » Coca-cola » COCA-COLA LIGHT BY JEAN PAUL GAULTIER

COCA-COLA LIGHT BY JEAN PAUL GAULTIER

Pin to Collection
Add a note
Industry Soft Drinks
Media Design & Branding
Market France
Agency Wolkoff & Arnodin
Art Director Guillaume Verluca
Designer Jean Paul Gaultier
Released November 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: COCA-COLA LIGHT / DIET COKE
Product/Service: COCA-COLA LIGHT / DIET COKE ALUMINIUM BOTTLE
Agency: WOLKAFF ET ARNODIN
Designer: Jean Paul Gaultier
Art Director: Guillaume Verluca (Wolkoff Et Arnodin)
Graphic Designer: Marion Brazier (Wolkoff Et Arnodin)
Media placement: sugar free cola aluminium bottles - selective distribution & grocers - 12/04/12 - 30/11/12

Describe the brief from the client
Be as iconic as the Coca-Cola light bottle is, be sparkling, be aspirational, be unexpected, be immediately recognisable, build a story through the 2 or 3 designs.

Describe the challenges and key objectives
Challenge was to go on surprising and pleasing the markets, the media and the consumers after 2 years of already amazingly successful designs of the bottle by Karl Lagerfeld.

Key objective was to be as close as possible to the most creative inputs and expectations of Mr Jean Paul Gaultier, as well as be respectful of the Coke light/Diet Coke brand in Europe.

Describe how you arrived at the final design
1st step was to create a story with Mr Gaultier - Night & Day, with a Midnight surprise.
2nd step was immediate agreement with Mr Gaultier on playing with his most iconic and favourite codes.
3nd step was the ascertained desire of Mr Gaultier to treat the bottle like the body of a voluptuous woman, start with a naked skin colour body, dress her up for a day, a night, and a midnight experience - hence, navy stripes for the Day, fishnet & lace corset for the Night, and all-over Tattoos for midnight.

Give some indication of how successful the outcome was in the market
Extreme enthusiasm from the distributors, great expectations from the consumers, and and immediate sell-out of the bottles in the first selected stores distributing them, just after the 12th April launch.