For many years, Coca-Cola Light brand regularly collaborates with world-famous fashion designers. They create limited edition of bottles, which are sold traditionally in stores, or as collector's exhibits.
The company often also used the potential of this project, not only for commercial purposes, but also for charities. Over the years, all the limited edition bottles enjoyed great popularity among buyers, turning a popular drink to a luxury good.
This type of cooperation is a perfect example of marketing trend called fashionising.
Here is a chronology of all the bottles of Coca-Cola Light, designed by world-class fashion designers.
Matthew Williamson for Coca-Cola Light. 2003
The limited edition of bottles were issued in 2003 and sold only in the Matthew Williamson store, Selfridges stores and at 'Fashion Week'. It is the old-style UK bottle, being slightly taller and 'fatter' than the current bottle.
Roberto Cavalli for Coca-Cola Light. 2008
Roberto Cavalli's version of Coca-Cola bottles was released a limited run of only 300,000 bottles, Exclusively distributed in Italy from September through December 2008.
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Zac Posen for Coca-Cola Light. 2009
German fashion designer Zac Posen, has also created an aluminum Coca-Cola Light bottle. There were only 30,000 pieces worldwide, and were sold only during special events.
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Nathalie Rykiel for Coca-Cola Light. 2009
Nathalie Rykiel, daughter of Sonia Rykiel and creative director of the Maison, signed a new version of Coca-Cola Light’s famous 25cl aluminium bottle. Created in the traditional colors of the brand, closed by a black cap and underlined by a line of strass.
Manolo Blahnik for Coca-Cola Light. 2009
Spanish designer Manolo Blahnik has been chosen by Coca-Cola Light to dress the famous bottle. It’s been available a limited run of 10,000 pieces and sold in a few outlets.
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Italian fashion designers for Coca-Cola Light. 2009
In 2009, a group f italian fashion creators like: Donatella Versace, Alberta Feretti, Anna Malinari for Blumarine, Veronica Etro, Silvia Venturini for Fendi, Consuela Castiglioni for Marni, Angela Misonni and Rossella Jardini for Moschino, heave teamed with Coca-Cola for found raising campaing in support of the victims of the earthquake in Abruzzo, Italy. All of the bottles have been sold at the auction during the Tribute to Fashion show in Milan.
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Giorgio Armani, Salvatore Ferragamo and Gianfranco Ferrè for Coca-Cola Light. 2010
In 2010, due to the success of the previous edition, Tribute to Fashion took place again, with bottles designed by three Italian designers: Giorgio Armani, Salvatore Ferragamo and Gianfranco Ferrè. As in 2009, the giant editions of the bottles were sold during a charity auction, and the revenues were devolved to the Cystic Fibrosis Foundation.
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Karl Lagerfeld for Coca-Cola Light. 2010
Limited-edition Karl Lagerfeld Coca-Cola Light box set was available in Paris boutique Colette or on internet, and costed €60.00 (includes bottle opener). Individual bottles costed €3.50.
Karl Lagerfeld for Coca-Cola Light. 2011
Gianfranco Ferre for Coca-Cola Light. 2010
Special edition bottles for Diet Coke by Gianfranco Ferre was created specifically to helped raise awareness and funds for the 2010 “Women Reseachers for Cystic Fibrosis” Project.
Moschino, Blumarine, Etro, Alberta Feretti, Donatella Versace, for Coca-Cola Light. 2011
In 2011 Coca-Cola asked some of the best Italian designers to put their stamp on its limited edition bottles, including Moschino, Donatella Versace, Angela Missoni, Alberto Ferreti, Consuelo Castiglioni and Etro, who showcased their creations at the Milano Fashion Centre. It was the part of its “Tribute to Fashion” charity project, for victims of Abruzzo earthquake.
Diane von Furstenberg for Coca-Cola Light. 2012
Available only in the month of February 2012, the set of four bottles designed by Diane von Furstenberg, was another result of collaboration between Coca-Cola and the famous designer. 100% of proceeds were donated to the Foundation for the National Institutes of Health. Set of 4. Bottles were collector’s items only, do not contain Diet Coke and were shipped without caps.
Jean Paul Gaultier for Coca-Cola Light. 2012
The French creator Jean Paul Gaultier has been created three versions of bottles and cans of Coca-Cola Light in 2012. The Gaultier bottles were available in major cities across nine countries across Europe, though the U.S.
Marc Jacobs for Coca-Cola Light. 2013
In 2013 the Coca-Cola Light brand, was celebrating his 30th anniversary. Because this occasion, the company has invited another fashion designer to design the limited line of bottles. The Marc Jacobs cans were available across Europe in 2013.
Chantal Tomass for Coca-Cola Light. 2014
The women’s underwear specialist, Chantal Tomass designed the limited edition of bottles and cans for Coca-Cola in 2014. There were available in french stores.
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