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.