Coca-Cola is Raising Money for Charity With Couture Bottles
Jacqueline Parrish — September 28, 2009 — Lifestyle
In an effort to help out those affected by the earthquake disaster that Italy experienced earlier this year, soft-drink giant Coca-Cola is raising money for charity.
The way that Coca-Cola is raising money for charity is through custom-made, couture, designer bottles designed and created by such prestigious design houses as Missoni, Versace, Fendi and Moschino.
These delightful, one-of-a-kind bottles were auctioned off during Milan's “Tribute to Fashion†show.
Implications - Youth consumers are very attuned to what is happening in the world as a result of the digital revolution. This group is very sensitive to the calamities of others. Companies that align themselves as being socially responsible will be poised to capture the hearts and minds of this group of consumers.
The way that Coca-Cola is raising money for charity is through custom-made, couture, designer bottles designed and created by such prestigious design houses as Missoni, Versace, Fendi and Moschino.
These delightful, one-of-a-kind bottles were auctioned off during Milan's “Tribute to Fashion†show.
Implications - Youth consumers are very attuned to what is happening in the world as a result of the digital revolution. This group is very sensitive to the calamities of others. Companies that align themselves as being socially responsible will be poised to capture the hearts and minds of this group of consumers.
Trend Themes
1. Couture Designer Bottles - Opportunity for luxury brands to collaborate with beverage companies and create limited edition, high-end bottles to attract fashion-conscious consumers.
2. Socially Responsible Branding - Businesses can build trust and loyalty by aligning with causes and donating proceeds to charitable organizations, appealing to socially conscious consumers.
3. Youth Consumer Activism - Brands can engage with younger generations by supporting social issues and disasters, connecting with their desire for positive impact and creating meaningful connections.
Industry Implications
1. Beverage - Beverage companies can collaborate with fashion designers to create exclusive products that combine style and taste, appealing to fashion-forward consumers.
2. Luxury Fashion - Luxury fashion brands can expand their reach by partnering with beverage companies to design custom bottles and access a new consumer base.
3. Non-profit/charity - Charitable organizations can benefit from collaboration with well-known brands, leveraging their influence to increase donations and awareness for causes.
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