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On product publishing: magazine on a bottle

Publishing & Media

Around this time last year, we featured a new Australian magazine contained with the label of a bottle of mineral water. iLove claimed to be the world’s first magazine on a bottle, offering girls on the move something to read with their water to go. Now, Coca-Cola Belgium will be the first soft drink company to use the Magazine on a Bottle concept. On Product Publishing, which created the innovative labelling technology, worked closely with Coca-Cola Belgium to adapt the labels to Coke’s iconic curvy bottle. The first bottles of Coca-Cola Light (chilled 500 ml PET) with GLAM*IT mini-mag attached will be on the shelves in April 2007. Published by Sanoma, GLAM*IT is a Belgian fashion and beauty magazine targeted to a young, female audience. Which makes for a good fit with Light/Diet Coke buyers. As stated by Mie Van der Auwera, editor of GLAM*IT: “Adapting editorial content for another brand is only credible if brand values mutually match. In the case of Coca-Cola Light and GLAM*IT that was no problem. That’s why it results in a powerful communication tool for both brands.” The removable 24-page magazine is a ‘light’ version of GLAM*IT, featuring typical content for the mag, but reduced to fit the bottle. Joanna Wojtalik, OPP’s inventor, explains the concept’s goal: “On Product Publishing is all about broadening and targeting content delivery by using the mass market reach of an FMCG distribution network. The OPP label allows Coca-Cola to place more content directly on its product and thereby enhance the relationship its consumers have with the brand at the point of purchase”. More FMCG publishing to follow?

Email: info@onproductpublishing.com

Website: www.onproductpublishing.com.au

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