The Coca-Cola Company will release a very fashion-minded breed of its Coca Cola Light in France.
Designed by Nathalie Rykiel, the daughter of fashion designer designer Sonia Rykiel, the funky aluminum Coca-Cola Light bottle will debut in France in January 2009. The accompanying ad campaign called "Vivez light by Nathalie Rykiel" will be aired starting on February 2009.
Implications - The Coca-Cola bottle is one of the signature aspects of the beverage brand; its instantly recognizable form has changed very little over the years. Coca-Cola has increasingly been incorporating art-wrapped bottles into its ad campaigns to appeal to niche consumers. This example features a design from a fashion designer's daughter in an attempt to win over fashionistas.
Fashionable Beverage Bottles
Nathalie Rykiel's Artsy Coca-Cola Design
Trend Themes
1. Art-wrapped Beverage Bottles - The incorporation of art-wrapped bottles into ad campaigns presents an opportunity for beverage brands to appeal to niche consumers.
2. Fashion-designed Packaging - Collaborating with fashion designers to create unique packaging designs can help beverage brands attract fashion-minded consumer segments.
3. Targeted Advertising Campaigns - Developing ad campaigns that specifically target niche consumer groups, such as fashionistas, can result in increased market penetration for beverage brands.
Industry Implications
1. Beverage Packaging - The trend towards fashion-designed and art-wrapped beverage bottles presents opportunities for brands in the beverage packaging industry to offer unique and eye-catching designs.
2. Fashion and Design - Collaborating with beverage brands to design fashionable packaging presents opportunities for fashion and design industries to extend their creative influence and reach new consumer segments.
3. Advertising and Marketing - Developing targeted advertising campaigns for niche consumer groups, such as fashionistas, can open up new opportunities for advertising and marketing agencies to showcase their creativity and effectiveness.