# Coke and GLAM*IT to Create Europe's First Magazine on a Bottle By Nisara | Published 2007-03-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/coke-and-glamit-to-create-the-europes-first-magazine-on-a-bottle References: [gizmag](http://www.gizmag.com/go/7019/) 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](https://www.trendhunter.com/trends/sprite-bottles) 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](https://www.trendhunter.com/trends/cocacola-happy-tears-zero-sugar) 500 ml, you will get a free copy of a mini edition of [GLAM](https://www.trendhunter.com/trends/barbie-x-hiya)*IT magazine attached to the bottle. GAM*IT is well-known for a Belgium's leading young and glamorous fashion magazine. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 17% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Magazines in a Bottle:** The concept of attaching a magazine to a bottle creates a unique hybrid product that combines print media with consumer packaged goods. - **Branded Partnerships:** Collaborations between big brands and publishers present opportunities for innovative marketing strategies and cross-promotion. - **Product Packaging Innovation:** Using bottles as a platform for additional content opens up possibilities for creativity and differentiation in the beverage industry. ### Sectors Adopting This - **Beverage:** Integrating magazines into beverage packaging introduces a new way for beverage companies to engage with consumers and offer value-added products. - **Publishing:** Creating partnerships with brands like Coca-Cola allows publishers to extend their reach and explore new distribution channels. - **Marketing and Advertising:** Innovative advertising campaigns that leverage unusual product placements can capture consumer attention and generate buzz. ## Related on Trend Hunter - [Recyclable Label-Free Soda Packaging](https://www.trendhunter.com/trends/sprite-bottles.md) - [Superhero-Themed AR Sodas Cans](https://www.trendhunter.com/trends/cocacolas-marvel-universe-packaging.md) - [Retro Soda Collab Bottles](https://www.trendhunter.com/trends/sustainable-drinkware.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Smart Soda Dispenser Trials](https://www.trendhunter.com/trends/new-compact-freestyle-machine.md) - [Fantasy-Inspired Soda Flavors](https://www.trendhunter.com/trends/cocacola-dreamworld.md) - [Global Beverage Innovation Hubs](https://www.trendhunter.com/trends/cocacola-creations.md) - [AR Sampling Advertisements](https://www.trendhunter.com/trends/sampling-billboard.md) - [Recycling-Focused Travel Campaigns](https://www.trendhunter.com/trends/cocacola-and-merlin-entertainments.md)