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Top designer's £555 dress spearheads Trop50's launch into UK market

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By Noel Young, Correspondent

February 11, 2013 | 3 min read

PepsiCo is selling a limited edition designer dress for £555 each, as part of the U.K. launch campaign for Trop50, the Tropicana-branded juice with half the sugar and calories of regular juice.

Josephine De La Baume models new Trop50 dress

Trop50 has already had a successful launch in the US but AdAge is sufficiently impressed by the UK promotion to price the dress, created by London designer Richard Nicoll, in dollars for transatlantic fans who feel the urge. It's $872.

The model is Josephine de la Baume, the French actress married to producer Mark Ronson, (creator of the music for Coke's 2012 Olympic Move to the Beat campaign).

Only 50 of the dresses – adapted from Nicoll's trademark Stella t-shirt dress – have been created, said AdAge.

They are available at www.atelier-to-go.com and at a pop-up shop in London's Carnaby Street, curated by artist Robert Storey, who recently worked with Vogue, Victoria Beckham and Kenzo.

All profits from sales of the dress will go to Fashion Targets Breast Cancer which runs international campaigns on breast cancer.

Nicoll has also worked with Vodafone; he created a mobile phone-charging handbag for the wireless company.

Tropicana marketing manager Duncan McKay said , "Trop50 is this year's most exciting juice innovation so we're thrilled to be working with Richard Nicoll, the hottest designer at the forefront of British fashion.

"Trop50 is perfect for those who are conscious of their calorie intake but do not want to compromise on taste."

Top 50 is sweetened with extract from stevia, a plant native to Brazil and Paraguay.

The move is Tropicana's first designer collaboration. It comes in the same week Diet Coke announced designer Marc Jacobs as its creative director for 2013.

The U.K. launch of Trop50 is being supported by TV ads, in-store campaigns, sampling and digital banners."

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