Coca-Cola is releasing eight new bottles, each with a different design by a Chinese artist and exclusive track courtesy of artists signed to New York-based record label Ultra Records. Only one bottle will be released per country. The artists involved include up-and-coming dance music DJs and producers Benny Benassi, Kaskade, Jay-J and Lucas Prata.
East London-based Outpost has been briefed to target music and lifestyle press, and arts and entertainment sections of national papers.
Bottle design themes include 'Global Harmony', 'Healthy World', 'Happiness' and 'Active Optimism' - all aimed at 'expressing the global connections embodied in the Beijing Olympics'. Participating markets include China, Brazil, New Zealand, Greece and Great Britain.
The aluminium bottles are also expected to be available in Beijing during the Games.
Consumers can buy the bottles and tracks through the online Coca-Cola store.