BRIEF

Coca-Cola light needed to refocus its effort on women 20-44, and did so using the very fabric of italian women’s heritage: fashion.

EXECUTION

An integrated communication project that turns the bottles into real models. The campaign centered around 32 Light signature bottles dressed by 8 women fashion designer icons. These were the pivot of a fashion-coded communication plan: launched with a fashion party in which they figured as man-sized models, on parade in central Milan streets, displayed in fashion shop’s windows, covered by press articles, photographed as collectible postcards, sold in a limited edition. These were integrated with ad-hoc TV and Print and a dedicated website.

RESULTS

The media plan reached 90.7% of the target audience, plus 48 Million impressions from 70 press articles. Brand awareness and purchase intent increased 10%, with KPI “Cool product” and “Trend-setting”, growing by 30% and 1 Million limited edition bottles were sold.

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Italy

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