Street Cred From Hip Harajuku Brand Rubs Off on Coke Zero

U.S. Beverage Giant Partners With Japan's Neighborhood Denim Label in Hong Kong

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HONG KONG ( -- Coca-Cola Co. is promoting Coke Zero in Hong Kong through a merchandising partnership with Neighborhood Denim, a trendy Japanese street label specializing in high quality denim products.

The brands were brought together because each has a black logo, and they have worked together before in Hong Kong, including a Black Friday promotion last spring.

Neighborhood Denim was founded in Tokyo's super hip Harajuku district
Neighborhood Denim was founded in Tokyo's super hip Harajuku district
The new promotion is based on a crossover collection of branded products created by Neighborhood Denim, founded in 1994 by well-known Japanese designer Shinsuke Takizawa in Harajuku, the center of Tokyo's trendy youth culture.

Mr. Takizawa has designed a limited edition Coke Zero x Neighborhood can and other merchandise, including jeans, T-shirts, tote bags and a 2G USB.

At a Hoods specialty shop in Hong Kong, consumers who spend HK$20 ($2.58) on Coke Zero, Sprite Zero or Schweppes Zero until mid-October can redeem the USB device for an additional HK$99 ($12.78) and the tote bag for HK$199 ($25.68). Twenty pairs of the Neighborhood Denim jeans will be awarded through an instant win promotion.

Alongside the Neighborhood Denim promotion, Coca-Cola launched a TV spot for Coke Zero created by Wieden + Kennedy, Shanghai. The spot is set at daybreak and shows an actor who becomes invigorated and unstoppable after sipping Coke Zero. Even metal wire nets don't stop him. The tagline is "It's Possible! Great Taste, Zero Sugar." The ad, which launched on Sept. 11, is also running in South Korea and is likely to run in mainland China later this year.

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