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Coke and GLAM*IT to Create Europe’s First Magazine on a Bottle
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Last year, Trend Hunter wrote about Magazine’s in a bottle. Now the concept is en route to Europe.
This is an initiative idea between the world’s largest soft drink company and one of Europe’s largest publishers. Coca-Cola Belgium announced that it will be the first soft drink company to offer the magazine on a bottle. In April 2007, when you buy a bottle of Coca-Cola light 500 ml, you will get a free copy of a mini edition of GLAM*IT magazine attached to the bottle. GAM*IT is well-known for a Belgium’s leading young and glamorous fashion magazine.
Joanna Wojtalik, the inventor behind the revolutionary On Product Publishing concept, said, “On Product Publishing is all about broadening and targeting content delivery by using the mass market reach of an FMCG distribution network. In these terms, the Coca-Cola Company provides the perfect platform to utilize On Product Publishing, which will convert its Coca-Cola light bottles into an unrivalled communications tool. Effectively, the OPP label allows Coca-Cola light to place more content directly on its product and thereby enhance the relationship its consumers have with the brand at the point of purchase”.
(gizmag)
Via: gizmag
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