To explain this, I chose to present you an ad campaign that is a little dated, but had marked me. It is a partnership between Coca-Cola and Jean Paul Gaultier. A frenzied campaign, in the image of the creator. For 2012, Coca-Cola has used the famous fashion designer Jean-Paul Gaultier dress for its famous glass bottles. But in fact, what is the point of creating a limited edition?
Forced to find that brands like Coca-Cola seek to live their customers a consumption experience. In this case, the new bottle design that specifically targets women allows them to live a couture experience accessible. The bottle of Coca-Cola becomes a decorative object and collection to better interfere in the daily consumer that brings the object into its habitat, so in his life. The limited editions are aimed at a certain target consumers by allowing them to return to a “club”, a community, that of the collectors, which can retain consumers.
Why such collaboration? The personality of the artist and his works should match the brand image, or at least the one she wants to give. In the case of Coca-Cola, Jean-Paul Gaultier is the originality and innovation. The bustier and sailor are among his creations became classics, like the recipe for Coca-Cola, unchanged for 125 years.