ROBERTO CAVALLI FOR COCA-COLA

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Roberto Cavalli has designed a collection of limited edition Coca-Lite (Diet Coke) bottles that will be available only in Italy. They follow his celebrated aesthetic of animal print--zebra and leopard.

From a marketing perspective, it's a brilliant ploy to position Coca-Cola as the more fashionable brand, though it makes little sense that the bottles are only available in Italy where Pepsi is hardly ever an alternative.

Cristina Santucci, Marketing Director of Coca-Cola Italia explains:

"In every woman there's a special spark that makes her unique and comes out unexpectedly every time she follows her instincts. It bowls over anyone who is watching her. This joint project with Roberto Cavalli aims to offer a collector's version of the Coca-Cola light bottle, to appeal to women with a strong personality, who are extrovert, modern and like to experiment; women who love beauty, design, art and culture. We want to remind them to bring out the unique, authentic side to their character. Either through a Roberto Cavalli dress or by collecting a limited edition Coca-Cola light bottle designed by Roberto Cavalli."