Co.Design

Daft Punk's Gold-Plated Coke Bottles Are More Daft Than Punk

Mindless? Totally. Gorgeous and delicious? Yep, that too.

When I heard about Coca-Cola’s latest marketing stunt--a limited-edition run of Coke bottles stamped with 18-karat gold, co-branded with Daft Punk--I couldn’t help but be reminded of that Chase credit card commercial that shows a bunch of random objects being spray-painted gold and wonder just what the mothertrucking point actually is. I won’t deny it: I love Coke. And hey, Daft Punk is pretty cool, I guess. But does a light sprinkling of precious metal really turn a piece of trash into a "collector’s item"?


A commercial for Coke and Daft Punk’s first bottle-design collaboration, earlier this year.

Apparently the new bottles, which are available at DaftCoke.com (although that site appears to be down at the moment), have a design that is supposed to evoke the electronica duo’s iconic robot helmets. You can get your sweet sugar water in a bottle stamped with gold or silver, but they’re "limited to 20 signed copies," according to Design Taxi. I’m not sure what kind of person would be in a huge rush to buy more than one, but at the very least, the bottle designs have improved since the last stunt that Coke and Daft Punk pulled earlier this year--those ones looked like cheesy Budweisers, whereas the new ones have that classy chrome-and-crimson look that has kept me a sheeplike devotee of Coke over Pepsi since the age of . . . well, actually I can’t remember when Coke got its hooks into me, but it was a long time ago.

But that’s the thing with certain brands, like Coke: Is there anyone on earth who isn’t already "a Coke person" or not? You either irrationally love this particular brand of diabetes-juice, or you probably don’t particularly care. Is the supposed halo effect of a popular-for-the-moment band plus some ginned-up artificial scarcity really going to change any hearts or minds on the matter? I’m not being sarcastic (well, at least not wholly sarcastic) here: I’m curious. What is the tangible return on investment from a campaign like this? Maybe one of our enlightened readers can educate me in the comments.

[via Design Taxi]

Add New Comment

9 Comments

  • Mbrahma

    This kind of campagn is as you noticed, unusual and also pointless, the thing is when a brand can afford to make this kind of promotion, it definitely gives her a leader position. " I don't need to have new consumers i already got them, now I have to show them who's their daddy, by throwing money away in meaning less commercial. "

  • Luxe Caribbienne

    John,

    This has brightened my Saturday! This is another example of what happens when large marketing budgets are left in the hands of people who have clearly run out of ideas.

    I would've hoped that Coke would've fired the person who came up with the Karl Lagerfield /Coca Cola branding idea....but clearly they got another chance and came up with this!

    Hilarious.

  • Paul

    I have a collection of 50 Coke bottles from around the world and specials. I daren't think how much I'd pay for this.

  • Shane Guymon

    In this economy it just seems like a waste of time, money, and resources. I mean maybe if they pulled a "Back to the Future" type stunt like Nike did, where Nike is charging a ton of money for a pair of shoes, but it's mostly going to a charity. In this case you are just throwing away money for a stupid bottle.

  • Dev

    Daft Punk is cheaper than Beyonce by far. I mean, nobody even knows what they look like and they'll still get tons of press for these bottle with their logostamped on them.   I think it's a brilliant piece of marketing. I'm buying a Coke this afternoon with my $5 footlong probably.

  • Trevor Schoenfeld

    The tangible roi here is the fashion formula = Coke is cooler than Pepsi.

  • IT Support Guy Brisbane

    You write and article about it didn't you?  I'm reading it in Australia.  5 min reading about Coke. Marketing objective fullfilled. Job done.

  • Gbraham

    If the association with Daft Punk hadn't been made, one could make a stronger case for this being a celebration of the iconic design of both the bottle and brand of Coca Cola. However seeing as the bottles also have Daft Punk written on them it could also be easy to see this as a collectable-for-the-sake-of-it stunt by the world's most valuable brand. Either way I would say whether intentionally or not this will only be of interest of the Coke fan-boys and girls, who will probably appreciate having a new collectable bottle that they will never see or own.