The Fuel Of The Fash Pack: The 10 Steps Which Made Diet Coke Into A Fashionable Fizz

06 February 2013 by

1982

The fizzy diet drink was launched at a gala reception at Radio City Music Hall in New York and it was the first new brand launched by Coca Cola since 1886.

1983

DC kick-started product placement by buying Columbia Pictures, ensuring that Hollywood starlets were all sippin' on Diet Coke.

2001

In a fake Diet Coke advert in Zoolander Ben Stiller sprayed himself in the fizzy stuff while giving his very best blue steel of course.

90s

The 90s saw the rise of the paparazzi culture and Diet Coke became a must-have ingredient of the celeb pap shot along with an it-bag, sunnies and killer pout.

2008

Sex and the City stylist Patricia Field gave the Diet Coke bottle a makeover by designing a collection of limited edition glass bottles.

2009

Moschino, Donatella Versace, Angela Missoni, Alberto Ferreti, Consuelo Castiglioni and Etro designed their own glass Diet Coke bottles to raise money for victims who survived an earthquake in Abruzzo.

2010

Lady Gaga used Diet Coke cans as hair rollers in her music video Telephone. Best product placement ever?

2011

Karl Lagerfeld is one of the designers who has worked with DC as a creative director. Karl launched his bottle, which featured a cut out of his own silhouette, with a group of male models dressed up as Karl look-a-likeys.

If you need proof that Diet Coke is fashion's drink of choice look no further than this classic Karl-ism - 'I drink Diet Coke from the minute I get up to the minute I go to bed. I don't drink coffee, I don't drink tea; I drink nothing else.'

2012

DC collaborated with beauty giant Benefit with three cans inspired by Benefit's Benetint, Posietint and Cha Cha tint.

2012

Jean Paul Gaultier was the creative director of Diet Coke in 2012 before Marc Jacobs stepped in. His designs incorporated all of the JPG signatures - corsets, breton stripes and body art. To advertise the Tattoo bottle the designer chose Ms Daisy Lowe, who matched the design of the bottle as she was decorated in head-to-toe body art.

2013

Enter Marc Jacobs... the NY designer has become the creative director of Diet Coke for 2013. He will design his own Diet Coke bottles and has starred in a cheeky short film entitled ‘Marc Jacobs’ Photo Booth Break', which is his own take on the Diet Coke hunk ads from the 90s.

Diet Coke is the fuel of the fash pack - the sound of cans opening is the soundtrack of fashion month and it's all Karl Lagerfeld drinks. Marc Jacobs is the latest designer to become the creative director of Diet Coke, as he will design three cans, three bottles and three ad campaigns and is also starring in a DC short film where he is transformed into a Diet Coke hunk.

Karl Lagerfeld, Jean Paul Gaultier, Moschino, Donatella Versace, Angela Missoni, Alberto Ferreti, Matthew Williamson, Marni and DVF have all designed their own Diet Coke bottles. But how did it become such a fashionable fizz?

Well there are several clear steps which made the 30-year-old drink become totally fash-ion. First off in a genius move, it changed it's name from Tab to Diet Coke. Initially there had been a worry that the word 'diet' was too negative and would be too gender specific. But being girly certainly did it no harm.

Then DC bought Columbia Pictures so it became the must-have drink of Hollywood, Ben Stiller had a Diet Coke ad campaign in Zoolander, Lady Gaga used the aluminium cans as giant hair rollers and Mr Karl Lagerfeld became a champion of DC.

Look in the gallery above to see some of the steps which combined to transform a simple can of pop into a fashionable accessory...


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