In 2007, "Diet Pepsi and DJ AM joined together to embrace a world of limited edition and prestige for the Premium Good Program's new custom bottle designs. This collaborative venture between Diet Pepsi & DJ AM to create A Premium Good wasn't just about partnering with Premium brands to designing unique bottles. It was also about doing Good by contributing to the effort to educate and help save the Earth." That was the branding description of the partnership between DJ AM & Pepsi. Basically, DJ AM's lifestyle of music, fashion and sneakers were meshed with several relevant premium brands: Stash (and his NYC shoe store Nort), WeSC and AG Jeans. Each Diet Pepsi bottle was specially designed, made in limited edition and a special release event was held for each.
DJ AM's Diet Pepsi bottle was designed by close friend and collaborator Niko Achtipes. Niko designed all of AM's DJ logos from his iconic AC/DC logo to all of his popular brand logo ripoffs like Nike, Daft Punk, LOST, the Lakers, Jolt Cola and many others. Here is what AM's final Diet Pepsi bottle design looked like:
Here is a promo video interview with Niko that digs into the various elements and philosophies behind the design:
In addition to AM's Diet Pepsi design, there were 3 other custom designed bottles in the collection: WeSC, NORT and AG Jeans. For each limited release, a celebrity party was held that AM DJ'ed and one of the respective Diet Pepsi bottles was displayed. In some cases, signed bottles by various celebs were auctioned off to benefit charitable organizations.
Check out pictures from each of the parties in chronological order:
September 6th, 2007 - NORT in NYC (NORT Diet Pepsi Bottle)
September 9th, 2007 - LAX Las Vegas with DJ AM & P. Diddy (WeSC Diet Pepsi Bottle)
Tommy Lee & AM
DJ AM, Tommy Lee, Paris Hilton & Cisco Adler