Diet Coke has collaborated with fashion giant Karl Lagerfeld on the latest execution under its Love it Light campaign.
The new ad sees the campaign’s puppet stars – Elenor, Bernadette and Irene – on a mission to find the right bag to carry their must-have accessory, their Diet Coke. As the girls struggle to lift huge, oversized totes their eyes are caught by an enormous silver ‘maxi’ bag but it is far too big for their can which just rolls around inside. When requests for a smaller bag are greeted with disdain, the girls decide it’s time to take matters into their own hands.
So the girls set to work. Using a diamante-studded chainsaw and quilted blowtorch, the friends work together to "upstyle" the oversized tote, creating the perfect little quilted can bag. Meanwhile, the shop assistant looks on in horror; he’s still dumbfounded that they wanted a smaller bag. As the girls point out when they strut out of the store, he really needs to lighten up.
To support the Love it Light campaign, Karl Lagerfeld will create three limited edition bottles, using the three girls as his inspiration. The collection will be available through selected retailers across Europe and seeded at a host of influential media and consumer events.
Lagerfeld, already a reputable photographer within the fashion industry, has also shot the Diet Coke outdoor and print advertising campaign featuring supermodels Coco Rocha, Heidi Mount and Jeneil Williams. Just like the bottles and puppets, each of these three supermodels has a distinct, individual look whilst working in perfect harmony together.
Zoe Howorth, market activation director for Coca-Cola Great Britain, said: “Fashion is an essential part of our consumers’ lives and is a great way for us to engage with the Diet Coke audience. The ‘Love it Light’ approach will bring a fun and engaging way to enjoy access to unique fashion content and experiences courtesy of Diet Coke”.
The ad launches in the UK this month and will roll-out across 11 European countries.