Quick question: Does anyone even drink Diet Coke anymore? Whatever your answer is, the brand is hoping a stylish new can will give it some extra appeal. Creating this design will be none other than British talent, JW Anderson.
The Northern Irish designer established his own company in 2008 and quickly made an impression during that same year’s London Fashion Week. The success of his debut collection earned him critical acclaim and commercial success, as his label is now regarded as one of London’s most innovative and forward thinking brands. It is that panache that Coca-Cola is hoping can win them more fans and drinkers as part of Diet Coke’s “Regret Nothing” campaign, which encourages consumers to “embrace their impulsive side”.
Since Anderson’s reveal as the latest Diet Coke collaborator, the popular creative now follows in the footsteps of Marc Jacobs, Karl Lagerfeld and Jean Paul Gaultier. As the brand’s latest designer, Diet Coke will use his inspiration and launch two limited edition aluminum bottles, a t-shirt, a tote bag and a notebook. The move is part of a long-term strategy for Diet Coke, which is shifting its focus from soda-hungry youth to fashion-savvy women through its limited edition products.
The bottles will also feature photography on the bottles for the first time.
“I view Diet Coke as a pop-culture icon so I was excited to have the opportunity to put my stamp on ‘Regret Nothing’,” designer Jonathan Anderson said to Vogue. “You can expect something completely different with lots of cool surprises.”
The limited edition collector’s box set — featuring JW Anderson’s Diet Coke bottles, t-shirts, tote bags and notebooks — will be available from Harvey Nichols stores nationwide from August 17.