Dropping 15 March, the Bata Heritage x Coca-Cola limited edition hits on nostalgia effect, merging the shared values and colour of both brands.
The limited edition includes two iconic models: Bata Tennis and Hotshot, both featuring the Coca-Cola logo drawn in different white and red graphics.
The revamped version of the Hotshot, which was first introduced as a basketball shoe in 1972, and used to be the sneaker of legendary musician Kurt Cobain, features the iconic logo of Coca-Cola in two different styles with colour variations and it also comes with Coke’s famous tagline “the real thing”, embossed in statement black on the side of the sole. There is also an interesting version which spells out in red the word Coca-Cola in multiple languages across an off-white background. Similar treatment for the Tennis version in canvas.
Teased on social media since last January, Bata has been pushing this collaboration through several social activations, used as an effective marketing tool. The pair of shoes were indeed sent out to selected micro-influencers to engage them in advertising and talking about the collaboration, as well as to obtain raw feedbacks from a larger audience. The new shoes were also seeded to viral media platforms to further generate buzz on the collection which was also pushed through giveaway contests on Facebook and Instagram. The contestants were asked to explain with a sentence why they wanted to win a pair of Bata Heritage x Coca-Cola collection, expressing their love and memories about the two brands.
Probably there is no news in Coca-Cola teaming up with the umpteenth footwear brand but, is interesting to see how Bata Heritage has been able to tease the audience revolving the communication campaign around the emotions and childhood memories that both brands can evoke more than only on the iconic pop side of Coca-Cola.
