Coca-Cola seems intent on capturing more than just beverage market share.
As I reported earlier, the international drinks giant is partnering with L'Oreal for a "neutraceutical" drink that purportedly will quench thirst and help skin health.
Now, it's partnering with the Belgian magazine GLAM*IT to offer the magazine on a bottle of Coke.
The project will go to market in April, with a version of GLAM*IT -- known for its young, glamorous fashion mag content and audience -- attached to the bottle.
Joanna Wojtalik, the inventor behind the revolutionary On Product Publishing concept, said in a statement, “On Product Publishing is all about broadening and targeting content delivery by using the mass market reach of an FMCG distribution network.
"In these terms, the Coca-Cola Company provides the perfect platform to utilize On Product Publishing, which will convert its Coca-Cola light bottles into an unrivalled communications tool. Effectively, the OPP label allows Coca-Cola light to place more content directly on its product and thereby enhance the relationship its consumers have with the brand at the point of purchase.”
To Dowd's Spirits Notebook latest entry.
To Dowd's Wine Notebook latest entry.
To Dowd's Brews Notebook latest entry.
To Non-Alcohol Drinks Notebook latest entry.
Back to Dowd On Drinks home page.