Coca-Cola has teamed up with nail polish brand, OPI, to produce a limited edition range of nail lacquers inspired by the world’s favourite fizzy drink.
Coca-Cola by OPI includes 10 polishes, borrowing the names of the bran’s most popular products.
A classic red has been fashioned on the original Coca-Cola product; metallic silver on Diet Coke; black cherry for Cherry Coke; cream and warm pink for Vanilla Coke; shimmering citrus green for Sprite; and glitter orange and purple for Fanta Orange and Fanta Grape.
Names include Coca-Cola Red, You’re So Vain-illa, Get Cherried Away, Green on the Runway, Today I Accomplished Zero, A Grape Affair, Orange You Fantastic, Sorry I’m Fizzy Today, and My Signature is DC.
Coke’s licensing arm has seen incredible growth in the last five years, with Coke’s name now emblazoned on everything from its iconic glasses to fashion items.
It has more than 300 licensees of branded products.
In 2011 alone, its licensing business grew by 56 per cent, more recently partnering with US designer, Marc Jacobs, for a fashion collection.
Kate Dwyer, director of worldwide licensing for Coca-Cola, told ABC News America the push for licensed products is a result of consumer demand.
“I hear so many people saying, ‘Oh wow, I was in a salon and somebody was saying, hey I want Coke Red’… So I think it’s something consumers were organically doing on their own, and it just allows us to meet some of those demands that already existed,” said Dwyer.
“Coca-Cola has a long history of collaborations with beauty and lifestyle brands to further connect with consumers and tastemakers in a way that is meaningful and relevant for them.”
OPI also has a solid history of brand tie ins, having previously launched limited edition ranges with The Muppets and Ford.
Licensing deals are becoming increasingly popular for increasing a brand’s visibility and awareness in the market, with many consumer and FMCG products taking the approach to new levels.
Last month, Cola rival, Pepsi, partnered with US department store, Bloomingdales, to launch a 60 item range of Pepsi branded casualwear and accessories.
The Pepsi range ties in with the launch of Pepsi’s newest global campaign. Criteria for inclusion in the collection was that items must use Pepsi’s corporate colours of red, white, and blue.
