March 29, 2007
Springwise: Coca-Cola Belgium will be the first soft drink company to use the Magazine on a Bottle concept. On Product Publishing, which created the innovative labelling technology, worked closely with Coca-Cola Belgium to adapt the labels to Coke's iconic curvy bottle.
The first bottles of Coca-Cola Light (chilled 500 ml PET) with GLAM*IT mini-mag attached will be on the shelves in April 2007. Published by Sanoma, GLAM*IT is a Belgian fashion and beauty magazine targeted to a young, female audience. Which makes for a good fit with Light/Diet Coke buyers. As stated by Mie Van der Auwera, editor of GLAM*IT: "Adapting editorial content for another brand is only credible if brand values mutually match. In the case of Coca-Cola Light and GLAM*IT that was no problem. That's why it results in a powerful communication tool for both brands." The removable 24-page magazine is a 'light' version of GLAM*IT, featuring typical content for the mag, but reduced to fit the bottle.
Magazine On A Bottle [Springwise]
By Marcel Sim @ 7:06 AM | Media & Publishing | Comments (0) | Article Link
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