The title of this post might make you scracth your head, but it’s actually quite straightforward.  You see… chic UK Department store Selfridges has teamed up with the Coca-Cola and the people at ABC/Ugly Betty for the release of Ugly Betty-themed Diet Coke bottles to be sold exclusively at Selfridges stores.  What’s more, the department store sales force was filled with Ugly Betty lookalikes on the day of the product’s release.  No, I’m serious.

Like a tightrope walker pushing the limits or trying to break a previous record, this attempt in cross-promotion is teetering dangerously close to a misstep that spells death.  I’m having trouble making up my own mind whether this is smart or ridiculous.  In recent years we’ve seen more collaborative marketing campaigns than we can count, and the soft drink industry has been a major participant (think Sprite cans themes with a summer blockbuster movie, or Coke cans with American Idol logo in tow)… but this is not that.  This promotion is in the fashion world so I take notice immediately, but it’s exclusive to a single department store with only four locations: London, Birmingham, Manchester Trafford, and Exchange Square.  Running a promotion this grandiose for the benefit of such a small strata of people seems insane, but just might work.  If the Selfridges customer is Ugly Betty’s target demo, then it’s possible the ploy will stregthen those customers’ relationship to both paties.

Either way, they have people talking so that’s a positive campaign already.  And they’re certainly getting a lot of press in the UK so perhaps the promotion has served its purpose… but how bizarre.