COCA-Cola Light unveiled one of the most talked-about brand collaborations in recent years in the exciting new partnership with international Fashion Design icon Jean Paul Gaultier, formerly the Coca-Cola Light Creative Director in 2012. Jean Paul Gaultier is the key element in not only designing the cans, but played a big role in the ad campaigns, online content, and retails concepts throughout 2012 in Europe. After an unprecedented success of the campaign in Europe, Coca-Cola Light Jean Paul Gaultier Edition has finally launched in the Middle East markets starting with the UAE and rolling out in other markets including Saudi Arabia and Kuwait later this month. Jean Paul Gaultier has combined his unique signature style and his fun light-hearted attitude with the ‘Night & Day' collection, which pays homage to Gaultier's designs. The ‘Day' can is inspired by Jean Paul Gaultier's signature Breton stripes and captures his fun attitude. The iconic nautical-themed blue and white design showcases a stylish romantic everyday look. The, ‘Night' can has a Rock Chick edge with a corset style reminiscent of Jean Paul Gaultier's catwalk shows. The provocative can is perfect for after dark and adds a never-before-seen edginess to the Coca-Cola Light limited edition collection. “After I saw the Coca-Cola contour bottle I noticed it looks like the curves of a woman, so I wanted to dress the bottle in a Gaultier way mixed with the Coca-Cola logo,” said Jean Paul Gaultier, said French haute couture fashion designer and former Coca-Cola Light Creative Director. Using the ‘Night & Day' theme, the campaign brings to life Gaultier's renowned love of sailor stripes, corsets and unique tattoos, via the exclusive can designs. A close friend of Jean Paul Gaultier, the iconic photographer Stephane Sednaoui has translated the iconic can designs into a compilation of striking images that present the collection in a fun and humorous way. “It is exciting to be working with such an international extraordinaire like Jean Paul Gaultier for Coca-Cola Light,” said Antoine Tayyar, Public Affairs and Communications Director of Coca-Cola Middle East. “His eclectic style has helped reach out to our fashion driven fans. These limited edition cans are a unique and special collector's item with Jean Paul Gaultier's creative direction.” — SG
