American Marketer


Moschino taps Coca-Cola for novelty items

October 9, 2014

Moschino's Coca-Cola cans Moschino's Coca-Cola cans


Italian fashion label Moschino is looking for mass appeal through a collaboration with soft drink brand Coca-Cola.

Consumers can now amass a collection of Moschino-inspired Coca-Cola Light cans. While the association may seem contrary to Moschino's luxury reputation, other brands have played with the theme of commodification in the past, and have achieved surprising results.

Sip and collect

Moschino teamed with Coca-Cola to produce a series of eccentric cans. One can exudes delicacy, another toughness and the last irreverence.

Moschino w Coca-Cola1

Moschino Coca-Cola Light can

The brand has been promoting the partnership on social media. Consumers will be able to buy the cans in select Moschino locations.

The cans align with the current direction Moschino is taking. The brand's fall/winter 2014 campaign unabashedly references McDonalds.

Moschino w Coca-Cola2

Moschino fall/winter 2014 collection

Other brands have joined beverage brands for broader and unexpected appeal.

For instance, French fashion label Kenzo is teaming up with French mineral water brand evian for a limited-edition bottle.

The partnership carries over the inspiration behind Kenzo’s fall/winter 2014 collection, for which the brand looked to director David Lynch’s oeuvre. Finding the right brand to partner with can be tricky, especially when the products in question are available at low price points, but evian has established its merits with other luxury brand collaborations in the past (see story).