Jae Ah Ho's Blog

http://business.financialpost.com/2011/02/24/fp-marketing-coca-cola-pairs-with-daft-punk/ 

This article is talking about that French electronica duo Daft Punk and Coca-Cola Ltd. were agreed to release a set of limited edition Coke bottles.

According to the article, “The bottles, which resemble the artists’ metallic helmets, are marketed under the name Daft Punk x Coca-Cola Club Coke and will be available for a limited time at selected night clubs and in a box set sold at the Paris boutique, Collette.”

As soon as I saw this commercial, I thought of co-branding and packaging. This unique Coca-Cola bottle is definitely drawing people’s attention and stimulating their curiosity, and the design and colors of the bottle represent the electronic music and the atmosphere of a club really well. Both Daft Punk and Coca-Cola Ltd. benefit from releasing a special bottle. People who want to purchase these bottles or who love Daft Punk’s music may be coming to a club, and Daft Punk can share his music with more listeners including those who purchase the Coke bottles, and Coca-Cola Ltd. can advertise its products effectively and efficiently. Of course, Coca-Cola might not generate a pretty large amount of revenue, but it is a great chance to project a young, exciting, and energetic image to public. I believe this is such a great example of co-branding and packaging.