The Daft Punk bottle
is the new exclusive edition launched by the brand in 2011. This gold or silver
bottle has been designed through a partnership between the brand and the famous
French music band who decided to use these symbolic colors of the artists’
headphones.
In 2006, Coca-cola
launched its first aluminum bottle with a unique design. Each year, the brand creates
a limited edition of this bottle by using the colors and trends of the moment (the
Justice music band inspired the 2009’s
bottle, Mika was the muse of 2010…). The
bottle is sold in trendy places (night club, selected supermarkets such as
Monoprix…) and from 1 to 1,5€ (25cl) (the classical product sold in cans,
bottle costs from 1 to 1,70€ per liter). By these partnerships with pop icons
of the moment, Coca cola targets the night clubbers and young adults interested
in art, design and fashion objects.
Limited edition, higher price, special sales points... Is the company trying to change its marketing strategy? Actually, it doesn't. But it is using the codes of the market to attract a totally different kind of consumer. Coca-Cola succeeds in creating a unique and rare product. Moreover, the aim of the Club Coke is not the beverage, but the bottle itself, a strategy closed to what we can observe on the perfumes’ market (where the container is essential for the consumer, as we may notice with "Kokorico", the new Fragrance by Gautier). Thus, Coca-Cola Company wants its product to be kept at home as we do with an empty bottle of fragrance. For the most diligent club coke customers, these bottles are collector, cannot be thrower in the garbage and have a personal value, history (in which context the consumer bought these bottle, where and how hard was it to find it…).
Furthemore, the company exploits another key concept of the luxury goods: the egery, an influente artist known by its target on Coke's case. And we observe that Coca-Cola went deeper in its strategy: from our point of view, the Club Coke bottle is pretty close to a luxury product! The 2011's bottle is now available in store in a box which look like a kind of jewel box:
Limited edition, higher price, special sales points... Is the company trying to change its marketing strategy? Actually, it doesn't. But it is using the codes of the market to attract a totally different kind of consumer. Coca-Cola succeeds in creating a unique and rare product. Moreover, the aim of the Club Coke is not the beverage, but the bottle itself, a strategy closed to what we can observe on the perfumes’ market (where the container is essential for the consumer, as we may notice with "Kokorico", the new Fragrance by Gautier). Thus, Coca-Cola Company wants its product to be kept at home as we do with an empty bottle of fragrance. For the most diligent club coke customers, these bottles are collector, cannot be thrower in the garbage and have a personal value, history (in which context the consumer bought these bottle, where and how hard was it to find it…).
Furthemore, the company exploits another key concept of the luxury goods: the egery, an influente artist known by its target on Coke's case. And we observe that Coca-Cola went deeper in its strategy: from our point of view, the Club Coke bottle is pretty close to a luxury product! The 2011's bottle is now available in store in a box which look like a kind of jewel box:
The club coke bottle may be seen as well as the new 21st century by-product: instead of selling clocks, post cards, magnets available for everyone, Coca Cola proposes a limited product hard to find. This collector bottle is recognized on the market as an art object, and many hipsters collect it and await the next upcoming launch. By using these art and trendy codes, Coca Cola creates specific bounds with these collectors, by knowing their tastes. These buyers have an image of the brand which is not the same as the one classical consumers have. Coca Cola is not here a famous Coke brand, but a fashion brand aware of the pop culture.
XoXo P.L
Sources :
http://bit.ly/oIic3Ohttp://bit.ly/hcJAjb
http://bit.ly/q7nxUw
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