Jay-Z To Help Relaunch Cherry Coke
Published Wednesday, 31st January, 2007 at 1:11 PM
Jay-Z and his Rocawear clothing label have been enlisted to help rebrand Cherry Coke, as Coca Cola attempt to relaunch the drink.
According to reports, the rapper will be consulting on different aspects of the relaunch, such as the new look of the actual can the drink comes in, as well as forthcoming TV commercials and adverts for print, internet and radio.
Jay-Z will also be appearing at the Cherry Coke and Cherry Coke Zero launch on February 7th, at Fashion Week in New York head. As well as advising on the relaunch, Coke will also be using one of the his songs in the adverts.
Speaking on behalf of Rocawear, spokesman Jameel Spencer says: "The partnership between Rocawear and Coke for the relaunch of Cherry Coke represents how brands are looking for fully integrated partnerships to effectively communicate to a lifestyle".
Spencer added: "The partnership is mutually beneficial as Coke has a longstanding place in the fabric of American culture, and Rocawear represents the fashion iteration of the 'new' America."
