Be as iconic as the Coca-Cola light bottle is, be sparkling, be aspirational, be unexpected, be immediately recognisable, build a story through the 2 or 3 designs.

1st step was to create a story with Mr Gaultier - Night & Day, with a Midnight surprise.2nd step was immediate agreement with Mr Gaultier on playing with his most iconic and favourite codes.3nd step was the ascertained desire of Mr Gaultier to treat the bottle like the body of a voluptuous woman, start with a naked skin colour body, dress her up for a day, a night, and a midnight experience - hence, navy stripes for the Day, fishnet & lace corset for the Night, and all-over Tattoos for midnight.

Extreme enthusiasm from the distributors, great expectations from the consumers, and and immediate sell-out of the bottles in the first selected stores distributing them, just after the 12th April launch.