PepsiCo is selling dresses for $872 (£555) each, as part of the U.K. launch campaign for Trop50, the Tropicana-branded juice with 50% less sugar and 50% fewer calories than regular juice.
The dress has been created by London designer Richard Nicoll, and is modeled by Josephine de la Baume, the French model and actress who is married to producer Mark Ronson, creator of the music for Coke's 2012 Olympic "Move to the Beat" campaign.
Only 50 of the dresses – adapted from Mr. Nicoll's trademark Stella t-shirt dress – have been created. They are available at www.atelier-to-go.com and at a pop-up shop in London's Carnaby Street, which has been curated by artist Robert Storey, who recently worked with Vogue, Victoria Beckham and Kenzo. All profits from sales of the dress will go to Fashion Targets Breast Cancer. Mr. Nicoll has also worked with Vodafone; he created a mobile phone-charging handbag for the wireless company.
Tropicana's marketing manager, Duncan McKay, said in a statement, "Trop50 is this year's most exciting juice innovation so we're thrilled to be working with Richard Nicoll, the hottest designer at the forefront of British fashion. Trop50 is perfect for those who are conscious of their calorie intake but do not want to compromise on taste."
Top 50 is sweetened with extract from stevia, a plant native to Brazil and Paraguay.
The move is Tropicana's first designer collaboration, and comes in the same week that Diet Coke announced designer Marc Jacobs as its creative director for 2013. The U.K. launch of Trop50 is being supported by TV advertising as well as in-store campaigns, sampling and digital banners."