Jean Paul Gaultier and Diet Coke Strike a Sweet Deal

You might think, given his choreographed single sip of Diet Coke served on a silver tray backstage at Chanel each season, that Karl Lagerfeld would never relinquish his role as the soft drink’s creative director. But he has, while another European designer with a taste for fizzy showmanship has assumed the mantle, none other than Jean Paul Gaultier.

Announced today, the beloved—some say addictive—American beverage has tasked the one-time enfant terrible with “developing online content, retail concepts and ad campaigns across Europe,” as well as re-imagining the famous bottle and can design. Lace-up corset cozies and cone-shaped cup holders can’t be far behind, but to start, the duo is coming out with three short films over the next three days, beginning with this one…

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