Diane Von Furstenberg partnered with Evian to create a limited edition line of Evian water bottles, and now Marc Jacobs (new creative director at Coca-Cola) has designed limited edition cans for Diet Coke. Both designers designed really lovely products; in fact, I always carry my own Nalgene bottle (or two!), but if I saw a DVF Evian bottle, I’d buy it at $7.99, much more expensive than a regular bottle. However, just once, and I’d save the bottle and use it for some kind of project. And, I’m not a pop drinker, unless I’m having a Root Beer Float, but I miiiight buy a Marc Jacobs Diet Coke can, make someone else drink it, and then again, keep the can for some kind of project.
What do you think though? What do you think of designers and these kinds of partnerships? It’s not the first time it’s been done either. Evian has partnered with other designers in the past—Jean Paul Gaultier, Christian Lacroix, and Paul Smith. Every time things like this happen, my mind goes in all different directions as to the motive(s) of such partnerships. In these cases, I’m fairly certain there was no charitable motive. Marc Jacobs designed his limited edition cans for Coke’s 30th anniversary. Are these purely marketing tools? But then that begs the question of why these partnerships?
Of course, these partnerships are great for the Evians and Coca-Colas of the world, but does this really do any favors for the designers? I can’t help but wonder if it dilutes the brands a little. Well, I don’t see any harm in partnering with water; but personally, I don’t fancy partnering with soft drinks. Although, for the sake of argument, being the creative director of Coca-Cola, and adding his name and design to the cans, does give Marc Jacobs a different kind of edge--a fun edge, like he's cool Uncle Marc now....perhaps? Either way, seeing their names on beverage products is not going to sway me into buying more of their fashionable designs, because I'll buy them regardless of their marketing partnerships. That's why I can't help wondering if it's really a worthwhile marketing tool for the designers, or just something fun and different to do?
Or, like the music and entertainment industries, are high-end designers also so desperately struggling with distribution these days, that they want to slap their name on any deal followed by several zeros.
I don’t know. I personally love both designers. DVF is by far one of my favorites. I have to say though, I’m indifferent to her partnership with Evian. I think the bottle turned out beautifully. I love her message. But I think it would have been better if there were a charitable aspect to this partnership. So many people around the world go without clean, drinkable water—and yet they’re selling an $8 bottle…but for what real purpose?
BIG LOVE & HUGS
P.S. Don’t forget to drink lots of water ;)