Car-maker Fiat looks to Beige to launch Gucci edition of Fiat 500 range

Fiat has called in Beige to launch a special edition Gucci model of its Fiat 500 car.

Fiat 500byGucci: 'coming together of two designer brands'
Fiat 500byGucci: 'coming together of two designer brands'

The remit will see Beige lead the UK PR initiative for the official launch of the car, the Fiat 500byGucci, alongside the car maker’s lead advertising agency Krow.

Beige media director Joanne McNally said: ‘This is the coming together of two designer brands at a budget that people can afford (the cars will retail from £14,800).

‘The Gucci branding will help highlight the Fiat 500 as a truly stylish and iconic brand.’

Beige’s strategy is to promote the brand’s style and design credentials to both automotive and non-automotive audiences.

The car, originally launched in 1957, was relaunched in March 2007 following BMW’s modernisation of the Mini and Volkswagen’s updated Beetle.

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