Promotional Case Study:

Coca-Cola Light

On 1st April, 2007, 400,000 special 0.5 litre bottles of Coca-Cola Light were launched in Belgium with a free mini magazine.

Aimed at 18-25 year old ladies, the 24 page GLAM*IT is a magazine packed full of fun, fashion and celebrity gossip.

The removable magazine follows the same format as the original iLove version that is going strong in the Australian market.

Europe’s first magazine on a bottle product was co-ordinated and created in conjunction with On Product Publishing (OPP). Glam*It includes articles in both French and Flemish to appeal to their wider target market.

Joanna Wojtalik, OPP’s inventor commented: “The OPP label effectively allows Coca-Cola Light to place more content directly on its products and thereby enhance the relationship its consumers have with the brand at the point of purchase.”