This is the first time in Diet Coke's history that a fashion design collaboration was translated onto its 330ml cans. The "Day" can features Gaultier's nautical blue and white Breton stripes, drawing from his signature sailor-inspired aesthetic that has defined his fashion house since the 1980s.

The collaboration launched in April 2012 across nine European countries, with Gaultier becoming the first fashion designer to hold the title of Creative Director at a beverage company. The "Night and Day" collection comprised two cans: the "Day" version featuring the Breton stripes, and the "Night" version featuring Gaultier's iconic corset and cone bra design, famously associated with Madonna's 1990 Blond Ambition World Tour.

A third design, the "Tattoo" can, was released later in 2012 as part of the brand's Love it Light campaign, completing the three-piece collection. The campaign was promoted across ITV2 and Sky Living, with sampling activity at Clothes Show Live and a nationwide bus tour.

This can holds particular significance for PullTab as the piece that started the archive. The Jean Paul Gaultier Diet Coke was the first can that sparked the idea of collecting and cataloguing soft drink cans as objects of design.