May 13, 2005

Coke Does Something Interesting, Maybe

by Guy Brighton

Mblahnikcokebottleb1Following on from three limited edition Matthew Williamson designed Coca-Cola bottles last
year Coca-Cola has turned to the likes of Manolo Blahnik, Damon Dash,
Jonathan Saunders, Wayne Rooney, Gharani Strok and Bay Garnett to add "a little of their own magic" to the Coke bottle.

Asked to design "what brings them sunshine", the stars of fashion,
sport and television, who also include Avid Merrion, Trevor Nelson, Del
Marquis from the Scissor Sisters, Julian Clary, Sugababes, Jesse Wood
and Josh Lewsey, "clearly enjoyed themselves", Vogue reports.

Blahnik was inspired, he said, by simply the joy of "designing
something that made him smile", Rooney thought of "scoring goals", the
Gharani Strok fashion duo thought of "seeing their children smile"
while Josh Lewsey simply thought of "jam roly poly".

All the bottles are to be auctioned to raise money for the Terence
Higgins Trust, the UK’s leading HIV charity, while versions by Blahnik,
Saunders, Del Marquis and Nelson will be reproduced in limited amount
to be sold in Harvey Nichols stores nationwide from June.

PSFK does wonder how effective this will be at targeting the youth audience. Yeah, Rooney and Damon Dash are perfect but Blahnik, Clary and Strok? Do you think the kids of Britain know who they are, let alone care. Selling the bottles at Harvey Nichols?? Well, maybe the fashion journalists do care about all this though, and that’s what makes the main stream press. But do the kids even read the press anymore??

Vogue

Article categories: Advertising & Branding, Food & Drink

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