Oct 17, 2018 (China Knowledge) - Coca Cola has announced, yesterday, that it will launch customized exclusive production line for Alibaba's Tmall ‘double 11’ event. The company’s custom-made gift box will be exclusively for Tmall, with a global limit of 30,000 bottles.

The official flagship store of Coca-Cola in Tmall will be available for pre-sale on October 20, and consumers can customize it according to their favorite tastes.

Coca-Cola said that this is the first time the company has received C2B customization. Hence, instead of defining consumers by the brand, every consumer will have a unique customized experience.

Peach, lemon, vanilla and classic flavor are included in the gift box for Tmall. Consumers can freely match and combine the 2 or 4 bottles of gift boxes, and can also use the limited stickers of the gift box, DIY their own personality signature on the gift box.

This exclusive customization for Tmall double 11 reflects Coca Cola's brand awareness concept of "not only eating together, but also playing with young people".

"Customization has become a new way of playing in the fast-moving consumer goods (FMCG) industry this year," said Wang Dan, food director of Tmall. "During the double 11 of Tmall, more FMCG brands will continue to surprise consumers."

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