London – Diet Coke has joined forces with cosmetics brand Nails Inc on a limited range of nail colours. The four shades in the ‘City’ collection are named after the fashion capitals of New York, London, Paris and Milan. Bottles of the nail polish will be given away free to people buying the fizzy drink at Boots chemists in the UK throughout May and June, and are also available for purchase.
The co-branded nail varnishes suggest a move by the fizzy drink giant to enter previously-unthought-of market sectors – a strategy characteristic of Turbulent Teens thinking. A possible next step? Nail varnishes that taste like the sweet stuff – perfect for the new Diet Coke break.