To celebrate the 100th anniversary of bottle design, a major milestone for the brand, Coca-Cola had teamed up with Trussardi, the Italian luxury apparel and accessories company. With this brand new collection a chic limited edition of aluminium cans and glass bottles is going to be unveiled.
The custom-designed cans are featured by three different designs with a stylish aesthetic. Two tins are artistically splashed with acidic green, purple, blue and pink colours and bold patterns; the third one is featured with a gold backdrop printed to resemble lizard leather.
The custom glass bottles are in rich red and brown (a beautiful association of the luxury brand colors with Coca-Cola itself) in which the celebratory gold is accented as the Trussardi logo shares space with the iconic Coca-Cola logo.
This limited collection of uniquely fashionable cans and bottles is going to be available, until the end of the year, in volumes ranging from 250ml to 1.5l. Some of the products will hit shelves in Italy at selected distributors and in exclusive restaurants and cafés, and also will become part of the Expo Milan 2015, from june 29 to july 10.
Both brands will kick off an integrated marketing campaign in Italy, including an online photography contest and social media push. The Trussardi graphics used on the cans will also appear in the Trussardi's store windows of the Coin Department store in Piazza Cinque Giornate, in Milan, which is promoting the luxury #Fashion brand throughout June.
According to WWD Magazine, Fabrizio Nucifora, marketing director of Coca-Cola Italia, said that both parties are very enthusiastic about the collaboration, which simultaneously underlines the Italian nature of Coca-Cola and the brand's proximity to their national specialties.
This kind of collaboration is not new for Coca-Cola, given that for years now the brand has been collaborating with many high-profile fashion designers and musicians, including Jean-Paul Gaultier, Gianfranco Ferrè, Marc Jacobs, Moschino, Salvatore Ferragamo, Roberto Cavalli and even Daft Punk. #Art