Given the recent activity from McDonald’s and Evian, it’s apparent that glass is still the best way to underline a brand’s unique quality and style. McDonald’s is giving away gorgeous retro Coca Cola glasses to celebrate Coke’s 125th anniversary, and leading mineral water brand Evian has launched a limited edition glass bottle with French fashion house Courrèges and online retailer MyWardrobe.com.
Both brands are providing extensive support for these glass special editions, with McDonald’s running a TV, outdoor and in-store campaign, and Evian creating an online hub with MyWardrobe.com called “The Courrèges Effect”. The hub offers its members exclusive access to bid for reissued Courrèges vintage shift dresses, as well as behind-the-scenes footage from the Courrèges fashion house in Paris.
Interestingly, the two companies have taken totally different methods to market the glass products featured in the campaigns. McDonald’s has played on the classic look and feel of glass to tie in with the iconic Coca Cola bottle. This theme is also apparent in its digital media approach, which includes a Flashback Booth phone app enabling customers to upload photos and give them a “retro-style makeover” which can then be published on Facebook.
Meanwhile, Evian has designed a bottle that is both modern and stylistic in design, which includes Courrèges signature pink and white detail, on the tall glass bottle. Evian has previously worked with designers Paul Smith, Issey Miyake, Jean Paul Gaultier and Christian Lacroix, on a series of limited edition bottles.
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