Diet Coke supports its Ugly Betty sponsorship with limited edition Betty Bottle

'Diet Coke' is supporting its sponsorship of the third series of 'Ugly Betty' with a limited edition 'diet Coke' Betty Bottle. The brand has teamed up with fashion stylist Patricia Field to produce an original glass bottle, set to appeal to its female heartland. Indeed, the aim of the exercise, says the company, is to "further elevate ... [Diet Coke's] ... fashion credentials".

Following the success of the 'diet Coke' City Collection in 2008, Coca-Cola Great Britain (CCGB)'s best selling limited edition bottle to date, New York stylist Patricia Field has again brought her signature style to the iconic bottle, combining her urban design with familiar images from the TV series. The striking 'diet Coke' Betty Bottle comes with its own accessory collection contained in a sticker book, created by design agency Epoch. Inspired by 'Ugly Betty', the initiative is aimed at encouraging continued engagement with the brand, giving consumers the opportunity to add their personal style to the bottles in a fun and quirky way. Passion The launch of the original glass bottle is supported by an extensive PR campaign, including targeted product placement to seed the bottles with influential fashion and style figures. Additional collateral to support the launch will be available via CokeZone.co.uk on a dedicated 'Ugly Betty' microsite. Developed by Flourish, this online hub focuses on the target audience's passion points of fashion, style and shopping, offering digital downloads and a brand experience to win a once-in-a-lifetime shopping trip. In addition, an online game, 'Design your own Betty Bottle', encourages further consumer engagement. Launching in late July, the game lets budding designers put their own unique twist onto a virtual 'diet Coke' Betty Bottle and display their creations in an exclusive online gallery.     Cathryn Sleight, Marketing Director for CCGB, says: "Our core audience of young women are confident, sassy and know how to express their own style. The 'diet Coke' Betty Bottle responds to this, allowing 'diet Coke' drinkers to put their own stamp on an iconic design. "Following the success of the 'diet Coke' City Collection in 2008, we're delighted to be working with Patricia Field again and continuing to build the fashion dialogue between 'diet Coke' and consumers". The 'diet Coke' Betty Bottle is on sale at Selfridges stores nationwide this summer, priced at £1.29.