In an effort to help out those affected by the earthquake disaster that Italy experienced earlier this year, soft-drink giant Coca-Cola is raising money for charity.

The way that Coca-Cola is raising money for charity is through custom-made, couture, designer bottles designed and created by such prestigious design houses as Missoni, Versace, Fendi and Moschino.

These delightful, one-of-a-kind bottles were auctioned off during Milan's “Tribute to Fashion” show.

Implications - Youth consumers are very attuned to what is happening in the world as a result of the digital revolution. This group is very sensitive to the calamities of others. Companies that align themselves as being socially responsible will be poised to capture the hearts and minds of this group of consumers.