Archive for April 26th, 2010


Coca-Karla: Lagerfeld dresses Coca-Cola [ Via BrandChannel ]

Posted by Abe Sauer on April 22, 2010

Coke and high fashion, a match made in (stereotype) heaven. Except, not that coke.

From the brand-extension bizarro world comes the limited-edition Karl Lagerfeld Coca-Cola Light (Diet Coke) box set. The co-branding promotion is done in collaboration with Paris boutique Colette and costs a show-stopping €60.00 (includes bottle opener!) Individual bottles are a more-affordable €3.50. Get yours at Colette.

It’s not as crazy a pairing as it might seem on the surface, as there may be no greater Diet Coke brand champion than the slimmed down head of Chanel, Fendi and his own label. Just remember, plebe, that’s DIET COKE.

Rumor has it that when Lagerfeld lost 90-some pounds several years ago, he did it on a diet of Diet Coke and horse meat. Other rumors say it was Diet Coke and vegetables. Either way, Diet Coke was a staple of his diet, and remains so. Lagerfeld has even been photographed with his “Diet Coke Butler.”

It’s very unlikely Coke is forgetting its brand promise as the favorite beverage of the 99.99 percent of the world that doesn’t wear Karl Lagerfeld, or even know who he is.

Instead, the Coke brand just wants to wink and play dress up a little bit with an iconic designer. Every once and a while, every brand wants to feel like a movie star on the red carpet, if only for a single night. What better way than to do it with a partner who truly understands you?

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