Cross Promotion: Is it always a good idea?

Before you American label whores get excited, this product is just being marketed in France. Karl Lagerfeld with his little skinny, wrinkled, stylish self is running a designer line of Coca-Cola Lite themed bottles. Giving a bottle a designer jacket to me is a little too much cross promotion. Taking an ingredient down a notch does not warrant charging people more, because Karl, who probably doesn't even drink Coke, has his silhouette on the bottle. Bleh, just another way to overcharge for the same ole, same ole.