We started the campaign with a limited Manolo Blahnik edition of the Coca-Cola Light bottle. To generate curiosity, we promoted the bottle at exclusive and selected fashion events, where it became a hot collector´s item. This generated huge word-of-mouth effects and PR in all relevant fashion media.

A big campaign then announced the competition. Co-branded trailer and programming at TAFF, a leading lifestyle TV format for modern women, announced the contest as well as the Coke light online platform.

Online banners on fashion sites, fashion keywords and a targeting of designer students at studivz.net generated traffic on the Coca-Cola Light online site as did the print ads in fashion and women titles.The photos and collages of the participants, were used for PR. TAFF accompanied 3 women, who made it to the final, and showed their journeys from their first shootings to the personal workshop with Manolo Blahnik.

More than 68,000 women uploaded their photos or collages on the Coca-Cola Light online site. The campaign created huge word-of-mouth effects, resulting in more than 420,000 blog entries. Furthermore “Coca-Cola Light in fashion with Manolo Blahnik” generated immense PR.This helped to realise a positive image shift, as the category drivers “for people who think differently” (142 Ix) and “a brand that suits to my way of living” (137 Ix) significantly increased. Furthermore brand relevance could be strengthened (134 Ix) and finally sales increased by 14% during the campaign period.