Many a famous designer has collaborated with the low calorie diet soft drink that is Diet Coke, including the infamous Karl Lagerfeld. So there's almost no doubt one day Diet Coke's packaging is going to be highly covetable and collectable. It's a great marketing strategy, promoting people to snap up the limited edition designs and boosting sales.
It seem's Diet Coke has found it's perfect niche in the market- by targeting the fashionistas- the ones that want to stay slim for fashion, it's a perfect blend of it's target market and an affiliation with luxury. As Karl Lagerfeld famously said "Fashion is the best motivation for loosing weight" and with DC's special offers and competitions with major beauty brand Benefit, online fashion retailer ASOS and collaborations with London Fashion Week, the brand has set it's reputation firmly within the right circle for sales potential.