Diet Coke Flies The Fashion Flag

 

'Diet Coke' is supporting its sponsorship of the third series of 'Ugly Betty' with a limited edition 'diet Coke' Betty Bottle.  The brand has teamed up with fashion stylist, Patricia Field, to produce an original glass bottle, set to appeal to its female heartland and further elevate its fashion credentials. 

Following the success of the 'diet Coke' City Collection in 2008, Coca‑Cola Great Britain's (CCGB's) best selling limited edition bottle to date, New York stylist Patrcia Field has once again brought her signature style to the iconic bottle, combining her urban design with familiar images from the TV series.  The striking 'diet Coke' Betty Bottle comes with its own accessory collection contained in a sticker book, created by design agency Epoch.  Inspired by 'Ugly Betty', the initiative encourages continued engagement with the brand, giving consumers the opportunity to add their personal style to the bottles in a fun and quirky way. 

The launch of the original glass bottle is supported by an extensive PR campaign, including targeted product placement to seed the bottles with influential fashion and style figures.  Additional collateral to support the launch will be available via CokeZone.co.uk on a dedicated 'Ugly Betty' microsite.  Developed by Flourish, this online hub focuses on the target audience's passion points of fashion, style and shopping, offering digital downloads and a brand experience to win a once-in-a-lifetime shopping trip.  In addition, an online game, 'Design your own Betty Bottle' encourages further consumer engagement.  Launching late July, the game lets budding designers put their own unique twist onto a virtual 'diet Coke' Betty Bottle and display their creations in an exclusive online gallery. 

Cathryn Sleight, Marketing Director for CCGB, says: "Our core audience of young women are confident, sassy and know how to express their own style.  The 'diet Coke' Betty Bottle responds to this, allowing 'diet Coke' drinkers to put their own stamp on an iconic design.  Following the success of the 'diet Coke' City Collection in 2008, we're delighted to be working with Patricia Field again and continuing to build the fashion dialogue between 'diet Coke' and consumers."

The 'diet Coke' Betty Bottle is on sale at Selfridges stores nationwide this summer, priced at £1.29. 

Ugly Betty, season 3, airs on Channel 4, Wednesdays at 10pm 

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For further information please contact the 'diet Coke' press office:

Melanie Bryant mbryant@lexispr.com 020 7908 6452. Jessica Silver jsilver@lexispr.com 020 7908 6545

Notes to Editors

About 'Coca‑Cola'

'Coca‑Cola' remains one of the most successful and innovative brands in the world today. On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In the latest 52 week period 'Coca‑Cola' trade mark has had a fantastic year with retail value sales growing by 3.7% to £523.7 million. The My Coke portfolio (which includes 'Coca‑Cola', 'diet Coke' and 'Coca‑Cola Zero') experienced retail sales of £982.5 million in the same period with growth of 2% in value and 2.9% in volume versus the previous year. 'Diet Coke' sales stand at £400 million with growth of almost 1% versus last year.  Meanwhile, 'Coca‑Cola Zero', which has been hailed as the biggest NPD launch in over 20 years, is now worth £57.9m. (Nielsen Total Coverage 52 w.e 06.06.09). Performance in the 'year to date' 2009 is even stronger with 'My Coke' growing at 3.1% in value, 'Coca‑Cola' +4.6%, 'diet Coke' +1.6% and 'Coca‑Cola Zero' showing a very strong 7.6% value growth versus last year (Nielsen Total Coverage YTD 06.06.09).

About Patricia Field

Patricia Field is an award-winning film and television costume stylist. Through her work costuming Sex and the City, and The Devil Wears Prada, Patricia has become famous for reflecting the 'essence' of New York City. Patricia worked with 'diet Coke' in 2008 to create the stylish 'diet Coke' City Collection - four dazzling bottles which represented the areas of life that are important to modern women.

Patricia is a native New Yorker who began her career when she opened her eponymous Greenwich Village boutique in 1966.  For over 30 years, this downtown institution has been an internationally known favourite of the fashion-forward and has been a defining factor in the urban style of New York's glittery nightlife.

About Selfridges

• Selfridges is currently celebrating its centennial year
• The business was founded by American entrepreneur Gordon Selfridge in 1909 and run by him until he retired in 1940 and took on the role of President. Gordon Selfridge died in 1947 and four years later Lewis's Investment Trust bought a controlling interest in Selfridges.
• In 1965 Charles Clore's British Shoe Corporation (subsequently the Sears Group) bought a controlling interest in Lewis's Investment Trust and in doing so acquired Selfridges.
• In 1998 the company was de-merged from the Sears Group and floated on the London Stock Exchange.
• In 2003 Galen Weston purchased Selfridges. He and his wife Hilary are closely involved with the development and growth of the company.
• In the year ended 31 January 2007, Selfridges' sales rose by 11 per cent to £597 million and grew profit by 33 per cent to £65 million.
• Galen Weston is Chairman of Selfridges and, in January 2004, Allan Leighton was appointed Deputy Chairman.
• Paul Kelly became Chief Executive of Selfridges in February 2004. Before that, Paul was Managing Director of Brown Thomas in Dublin for ten years. He has worked with the Weston family for over 20 years.
• Galen Weston is Chairman of the premier luxury goods company which, as well as Selfridges, includes Holt Renfrew in Canada and Brown Thomas in Ireland.
• Selfridges has four stores in Birmingham, London Flagship, Manchester Trafford Centre and Manchester Exchange Square

 

Selfridges Stockist Information

Selfridges 0800 123 400 or www.selfridges.com