We persuaded eight of the world’s top designers to create four slinky sleeves each for our bottles, and we unveiled the collection at a red-carpet event attended by the designers and the world’s press.It was the first time Milan’s mayor had allowed the Palazzo Reale to be used for a private event.We dressed woman-size bottles, and showed them on the catwalk. Sotheby’s auctioned them off for charity. Footage of the show was used in 3-minute clips on television. And we printed a catalogue in postcard form and inserted it in fashion magazines.And then we turned the collection over to the public.We exhibited giant bottles in prominent locations in Milan. In the windows of major fashion stores. In 2,000 temporary stores of our own across the country. And, extending our extraordinary partnership, in the boutiques of our eight designers themselves.

Whose revolutionary spring collection caused a sensation at Milan Fashion Week?It was Coca-Cola Light.Our 32, cutting-edge outfits dazzled the women of Milan, and brought all the credibility of the world’s top designers to our brand – in the very home of global fashion.With new Coke products and other rivals on the market, we urgently needed to refresh Coca-Cola Light’s connection with the lifestyles of 25-plus women.The brand had dabbled in the fashion world before. After all, nothing is more important to our target audience. Each year, Coca-Cola Light asked a designer to create a sleeve for a run of collectible bottles.But this time, we channelled the spirit of Milan.This would be no traditional marketing campaign.This would be the launch of a fashion collection.And we would fuse high fashion and public art in a spectacle that had never before been tried.