Global EditionASIA 中文雙語Fran?ais
    China
    Home / China / Environment

    Coca-Cola reaches out to Chinese youth through fashion

    By Zhao Siyuan, Liu Hui and Song Nan | chinadaily.com.cn | Updated: 2019-06-14 06:30
    Share
    Share - WeChat

    Coca-Cola, a world-famous beverage brand, has never been far from young people.

    The sparkling soft drink, available almost everywhere in the world, has long been one of the most beloved non-alcoholic drinks among Chinese youngsters — though more and more diversified products such as coffee and tea are appearing to tap the same clientele.

    [Photo provided to chinadaily.com.cn]

    To better connect with young people, Coca-Cola is keeping pace with the fashion scene, where cross-industry, headline-grabbing collaborations are part of a trend along with the rise of street wear.

    Riding on the success of its previous fashion collaboration with sustainable apparel brand HowBottle — the 24bag, a bag manufactured with recycled materials — the two companies have created an all-weather coat that saw a pre-launch on World Environment Day (June 5) and will hit the market Saturday.

    The coat's four color variants carry environmental themes — glacier white, forest green, deep-sea whale black and "smiling at nature" pink.

    [Photo provided to chinadaily.com.cn]

    This move is just the beginning. Coca-Cola knows its target fashion clientele — style-savvy urbanite millennials and Generation Z. For this group, who dresses to impress by seeking community and authenticity through what they wear, a big-name co-creator is not enough. They open their wallets for fashion items that help them build a personal, smart image.

    The coat's slogan serves this purpose well. On the back of the coat are the words "I don't care" which turn into "I care" when the coat is wet. This transformation lends itself to further interpretation. It's about personal choice - you choose to care or not. It encourages people to make a difference. By providing such choices, the coat gives youngsters their due respect as independent decision makers.

    The coat is another recycled PET product made in the wake of 24bag's success. Made from 13 recycled PET bottles, it follows Coca-Cola's sustainable fashion stance as it also aims to reorient dogmatic ways of promoting recycling and environmental protection — this philosophy has it that people would rather make a change if they care than if they feel compelled to.

    Unifying fashion and environmental protection, the company encourages its young customers to make a difference.

    [Photo provided to chinadaily.com.cn]

    Both products are part of the company's 2030 Journey in China campaign. The company set a global goal last year to help collect and recycle the equivalent of 100 percent of its packaging by 2030.

    "Public acceptance is the key to recycling, and the younger generation is the driving force. Promoting recycling in a more creative and fashionable way can motivate young consumers to take actions to join in caring about our planet," the company said.

    This is sponsored content.

    Attention please:

    If you really like the coat, you could search for "在乎衣" and buy it on Taobao.

    Or you could win a free coat here by joining our discussion.

    There must be some memorable moments that have triggered positive change to you by turning the attitude from "I don't care" to "I care".

    Share these moments in the comments section below. We'd like to hear inspirational and beautiful stories from you.

    We will pick five readers from the top 20-liked comments before 5:00 pm on June 16. They will each get a coat sponsored by Coca-Cola.

    如果你喜歡在乎衣,歡迎前往淘寶并搜索“在乎衣”進(jìn)行購買。

    或者也可以在評論區(qū)參與互動,就有機(jī)會免費(fèi)獲得一件“在乎衣”。

    本期的互動話題是:有哪些以前不在乎,現(xiàn)在卻認(rèn)真在做的事情?我們希望在評論區(qū)看到溫暖且有正能量的故事分享。

    我們將抽取評論中點(diǎn)贊排名前20中的5名讀者(截至6月16日下午5點(diǎn)),送出由可口可樂中國提供的“在乎衣”一件。

    Top
    BACK TO THE TOP
    English
    Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
    License for publishing multimedia online 0108263

    Registration Number: 130349
    FOLLOW US
     
    中文最新版地址在线| 无码久久精品国产亚洲Av影片| 成人A片产无码免费视频在线观看| 国产免费久久久久久无码| 久久精品中文字幕一区| 精品人体无码一区二区三区| 国产丰满乱子伦无码专区| 亚洲开心婷婷中文字幕| 久久精品aⅴ无码中文字字幕重口| 中文字幕欧美日韩在线不卡| 草草久久久无码国产专区| 亚洲av永久无码制服河南实里| 中文精品久久久久国产网址| 久久久久亚洲AV无码专区桃色| 亚洲日韩国产二区无码| 久久亚洲中文字幕精品一区| 在线看福利中文影院| 国产成人亚洲综合无码| 少妇无码AV无码专区线| 极品粉嫩嫩模大尺度无码视频| 最近免费2019中文字幕大全| 中文字幕有码无码AV| 人妻一区二区三区无码精品一区| 色AV永久无码影院AV| 亚洲AV日韩AV永久无码绿巨人 | 中文字幕无码播放免费| 国产精品VA在线观看无码不卡| 亚洲AV永久无码精品| 亚洲AV综合色区无码一区| 国产av无码专区亚洲av果冻传媒| 亚洲国产午夜中文字幕精品黄网站 | 18无码粉嫩小泬无套在线观看| 亚洲VA中文字幕无码一二三区| 最新国产AV无码专区亚洲| 毛片免费全部播放无码| 国产成人无码免费看视频软件 | 国产成人精品无码免费看| 人妻无码视频一区二区三区| 无码国内精品人妻少妇| 欧洲精品久久久av无码电影| 高清无码视频直接看|