Diet Coke Makes Designs On Recycling

 

Diet Coke is strengthening its style roots by teaming up with New York based stylist Patricia Field, to design a re-usable bag made entirely out of recycled (PET) bottles.

Transforming 'thrown away' plastic into a durable, designer item, the new Patricia Field for Diet Coke rPET bag is set to appeal to the brand's target audience of fashion-conscious, young women and become this season's latest must-have accessory. Showcasing Field's unique urban style, the bag features a bold print overlaid on a black background and folds up into a small pouch, offering green goddesses a covetable alternative to a plastic bag that is both easy to store and reusable.

Available exclusively on the high street at selected Boots stores nationwide from 22nd October, the recycled plastic bag will be given away free to customers purchasing two 500ml bottles of Diet Coke while stocks last. The in-store merchandising carries Field's fashion-forward design, with hot-pink gondolas targeting consumers at POS, raising awareness of the initiative.

Field's previous collaborations with the brand have seen her cast her signature style to the iconic original glass bottle shape, creating the Diet Coke City Collection and Betty Bottle. Now, the new eco-bag sees Diet Coke move in to new territory, with its first ever standalone fashion accessory.

Hilary Quinn, My Coke Director for Coca‑Cola Great Britain (CCGB), says: "CCGB is committed to reducing its impact on the environment and encouraging consumers to recycle is just one way we can do this. By continuing our relationship with Patricia, we've used fashion as a tool to tap into our target audience's passion points - creating a stylish accessory which carries a strong environmental message."

 

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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.