Coca-Cola and Balini lead the fashion trend

On July 12, 2007, The Coca-Cola Company announced that it had joined forces with Baleno Co., Ltd. to launch a series of apparels featuring young consumers. This is the first cooperation between the two companies in the field of Asian apparel. The series will be listed in China, Singapore, Malaysia and other Southeast Asian markets.

The “Beauty of a Better Tomorrow” theme line of apparel products is the continuation of the Coca-Cola and the top design team Play imaginative global "round-nose" doll design contest. The contest attracted thousands of designers from all over the world. They expressed their love for the Coca-Cola brand, as well as their cheerful and optimistic attitude to life with their original and creative ideas.

Coca-Cola has always stood in the forefront of fashion, adopting innovative ways to strengthen communication with young consumers, bringing them the latest trends and cultures, and becoming a vane leading the fashion trend. The theme costume “Beauty of a Dream of Tomorrow” launched by Baleno shows the masterpieces of seven famous designers in the design contest, including the work of Chinese designer Gigi. Baleno successfully reinterpreted the designers' original styles and integrated them into a range of lifestyle products such as T-shirts, backpacks, hats and umbrellas.

Mr. Jia Jingrong, Director of Development and Retail Management of The Coca-Cola Company, said: We are honored to work with Baleno. It is hoped that both parties will work together to display these wonderful designs to more consumers in China and Asia through their sincere cooperation on this unique project.

Speaking of the strategic cooperation with Coca-Cola, Mr. Chen Xi, executive director of Baleno Group, believes that attitude is everything and that the most important thing for the apparel industry is to pay attention to life and absorb the most glamorous part of the social trend into the brand. The combination of Baleno and Coca Cola in this industry is an innovative attempt and will surely spark a brilliant spark. It is hoped that this cooperation will be able to continue in a stable and long-term manner, create more surprises for consumers, and bring more business opportunities to both companies.

“Baleno is a well-known casual wear brand, with more than 3,000 stores in Asia and a more extensive network in China. Their large retail sales network will provide us with a strong sales platform and guarantee for this series of apparel. Let us reach out to a wider range of consumer groups. I believe that this cooperation is only a good start. In the future, we will have more room for cooperation.” Ms. Ye Yuchun, Coca-Cola’s authorized regional manager for development and retail management, said.

In addition to the cooperation of retail terminals, Coca-Cola and Benny Road have also established a deeper level of cooperation in marketing. In China, Coca-Cola used its interactive network platform, Coke.cn, which has more than 30 million registered members, to promote this cooperation. The Baleno brand and its products have frequently appeared in iCoke's most popular cool prize center and have become highly-regarded partners. According to Ms. Qian, the Internet Marketing Manager of Coca-Cola China, the Cooling Center is an interactive platform provided by Coca-Cola for young people. In the iCoke website, consumers can use points for tangible or virtual prizes to satisfy their strong interest and enthusiasm for owning Coca-Cola branded products. The cooperation with Baleno enables iCoke to provide customers with more innovative and fashionable prizes.