Coca-Cola light goes fashion
Coca-Cola light repositioned itself in 2008. The start of the new “only you are you” campaign put the uniqueness of young women into the focal point. Shortly afterwards, the next step in the topic of individuality highlighted fashion. Häberlein & Mauerer developed a concept to support the positioning of Coca-Cola light in the fashion sector.
The title of this long-term project is “Coca-Cola light. In Fashion with...” The primary intention is to express one’s personality through fashion and through one’s own unique style. Two or three activities per year, each of which lasting ten to twelve weeks, are currently planned. The invited experts will include prominent celebrities from the world of fashion, for example, trendy designers, models and photographers.
To kick off the project, Coca-Cola light opted for a partnership with the designer Zac Posen, who, despite his young age, is already widely recognized as a star on the design scene.
Under the motto “Coke light. In Fashion with Zac Posen,” Coca-Cola invited fashionistas to show their photographic interpretations of their own style at www.coke-light.de. Each participant uploaded a photo and a commentary describing her own personal style onto the www.coke-light.de website, where the homepage’s visitors could evaluate the submissions online. Designer Zac Posen selected his personal favorite from among the ten first-place winners. The fashionista chosen by Posen was then invited to attend an unforgettable design workshop in New York.
On her way to a design workshop in New York
The winning participant visited the star designer’s atelier in December 2008 in New York, where she was inspired by Posen’s designs and by his team. Afterwards, she had a personal meeting with Zac Posen, during which the two creative individuals designed a unique dress.
In addition to this, the fashion designer also created an unusual design object for Coca-Cola light: Zac Posen designed an exclusive Coke light bottle design, which will be printed onto a limited edition of 30,000 so-called “aluminum bottles.” These special items will be used only at exclusive events and will not be available commercially.
Services
Conception: market analysis, analysis of competitors, development of the asset concept for the fashion field, conception of “Coca-Cola light. In Fashion with...,” implementation, coordination with cooperating partners, PR, media cooperations, participation by the winners.
Timeframe
Since 2008
- Blogger Convention with Scott Schuman in Wertheim Village
- Shopping Night with Desigual and FHM
- Fashion Press Day for the fall and winter of 2010 in the new showroom
- Meet & Greet with Henry Holland and Levi’s®
- RICH CASUAL – Rinaldo Codello launches the AW collection with a limited edition
- adidas SLVR Spring/Summer 2010 Advertising Campaign
- Y-3 Paris Men's Fashion Week
- Y-3 The Third Wave
- Y-3 New York Fashion Week
- Opening Event No 74 curated by adidas
- Berlin – it´s not the same
- Limited-Edition-Pant goes Wild West
- Levi’s® Berlin Unbuttoned 2009
- Levi’s® Unbuttoned Tour 2009
- Rinaldo Codello Brunch
- Levi’s® Music
- adidas
- adidas SLVR Label
- Ben Sherman
- Coca-Cola
- Codello
- Desigual
- Dockers
- Firma
- flip*flop
- HUGO
- IMG
- Kostas Murkudis
- Lacoste
- Levi's®
- MCS Marlboro Classics
- North Sails
- Piquadro
- Porsche Design Eyewear
- Quer
- Repeat
- Rodenstock
- Santoni
- Showroom
- TheLabelFinder
- Value Retail
- Y-3
Contact
BER: +49 (0)30 7262080
Alexander Gnädinger
