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Coca Cola – A Brand That Pulls Its Socks Up…

The Diet Coke brand s on the move. A few months ago it was London Fashion Week.

diet coke and lipstick
At Boots as a freebie, the lip gloss was one promotion linking diet coke to the world of fashion and beauty.

fashion week cans 2012
Wild inside... some funky designs for the diet coke cans

fashion shoot
Positioning the brand in the fashion scene.

Now it is the launch of the Jean Paul Gaultier bottles for diet coke that is in the news. The ‘Madonna’ inspired designs position the brand as a cool accessory, which reminds me once again of the FiloFax strategy to use a designer to create a special collection for the rather traditional brand.
jean paul 02
Gaultier 01
Diet-Coke-by-Jean-Paul-Gaultier3
[youtube=http://www.youtube.com/watch?v=Sq8OKMw6c7I&w=560&h=315]
When looking at the different bottle designs and musing over the undoubtedly super versatile history of the brand, I remembered a scene from Strictly Ballroom that may have been the brand’s first exploration of the fashion subject – check out the socks! Almost as eccentric as the  ‘The Cure’ Love Song where they have socks hanging up in a cave.
Coca-Cola-Strictly-Ballroom
Product placement with a touch of fashion... foreboding the brand's strategy of 2012?

Here is a video of the whole scene. Obviously unintentionally, in light of the news and fashion hype surrounding the brand this just makes me smile.
[youtube=http://www.youtube.com/watch?v=WRx0b993Lj4&w=560&h=315]

advertising, Funny, packaging

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