• by Amy Corr , Staff Writer @MediaPostOTL, April 2, 2007

This takes the message in a bottle concept to a whole other level.

Beginning this month, bottles of Coca-Cola Light sold in Belgium will include some light reading material -- a 24-page special mini edition of GLAM*IT magazine affixed to the bottle.

On Product Publishing International created the concept, where a custom-made self-adhesive label is applied to the bottles, allowing the magazine to be removed quite easily.

Automatic labeling equipment places the labels on the bottles and OPP licenses out the labels to brands.

Coca-Cola Belgium is the first soft drink company to use this concept. Television networks and publishing houses make up the remainder of OPP's clientele.

The price of soda will not be affected by the addition of the magazine, which is touted as the first time that Coke has added significant creative that distorts the bottle's iconic image.

According to OPP, the company negotiated with Coca-Cola and Sanoma, publisher of GLAM*IT, to choose the ideal Sanoma title to adhere to the Coke bottles.

Coca-Cola wanted to reach 18- to 24-year-old women, so GLAM*IT, a fashion-centric title, was selected.

Magazine content stayed the same in the special edition, having merely reduced the pub to a smaller size, comparable to the models likely gracing its pages.

OPP is keeping the actual number of bottles wrapped under wraps, saying only that several hundred thousand promotional bottles were created.

Bottles will strictly be sold in Belgium with plans for a launch in Germany and other markets later this year.

The concept will extend beyond soda bottles later this year; look out for pet magazines affixed to cans of dog food. And did I mention that the concept will launch stateside this year?

Sports Illustrated on Gatorade? This Old House on Pledge? All About Beer on beer? The possibilities are endless.

Now if I could only get the song "Message in a Bottle" out of my head...