- THE MAGAZINE
- CATEGORY FOCUS
- BEVERAGE R&D
The first paragraph should read: When I’m not in the office, you’ll often find me wearing an item of Disney clothing. Even when I’m in the office, I’m always wearing my favorite Mickey Mouse watch. Branded merchandise like this gives consumers the opportunity to incorporate their favorite brands into their own personal styles.
In line with this, two beverage brands recently have been working on some fashion items that female consumers can incorporate into their everyday style.
The Coca-Cola Co.’s Diet Coke brand is partnering with celebrity designer Whitney Port to create the fall’s hottest “it” bag. As part of the Diet Coke Tastemakers project, Port designed four different tote bags with designs inspired by the Diet Coke brand. For example, one design offers a take on the mysterious items inside a woman’s purse, while another invokes the feeling of relaxation experienced when sipping on a Diet Coke.
Diet Coke also took this style project a step further by inviting fans to vote for their favorite bag of the four designs. The winning design will be available exclusively at all U.S. Target stores this fall.
While Diet Coke has the arm covered, Seagram’s Escapes is working on the fingers. The flavored malt beverage brand of North American Breweries partnered with nail polish brand Essie to create colorful nail art designed to pair with the alcohol beverage in a consumer’s hand. The Polo Stripe design takes cues from the classic stripes of a Polo shirt and incorporates pinks and greens to match Seagram’s Escapes Watermelon Splash. Their Sun & Sea design dresses up a manicure with some pops of pink and blue to pair with Seagram’s Escapes Strawberry.
Maybe by the next fashion week, the trends will be all about how well celebrities incorporate beverages into their outfits and accessories.