Get a Grip on the New Coca-Cola Contour Bottle

by DrinkNetwork

Published on Fri Sep 7 14:37:24 2007

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ATLANTA, Sept. 4, 2007 – America’s favorite curvy bottle is getting an on-the-go makeover. Coca-Cola North America today announced the launch of a newly designed 20-ounce PET (polyethylene terephthalate) contour bottle for all of its Coca-Cola® brands, with a new easy-to-hold and easy-to-open design. The innovative new bottle offers enhanced on-the-go convenience to people looking for immediate refreshment.A new take on the current 20-ounce contour bottle launched in 1993, the new bottle has added texture and grip enhancements that make it easier to hold and a shorter cap that makes it easier to open. Its contemporary shape not only feels comfortable but also has appealing visual elements, such as an embossed Coca-Cola logo – similar to the glass contour bottle – and the signature dynamic ribbon. The bottle’s new design is completely recyclable and uses 5% less PET than its predecessor, which makes it better for the environment as well. The new contour bottle will begin rolling out in convenience stores on September 4th, and will be available nationwide by early next year.

“We’ve taken America’s favorite brand and interpreted its famous contour bottle in a fresh new way which we think is perfect for today’s active consumer,” said Katie Bayne, chief marketing officer, Coca-Cola North America. “The new Coca-Cola contour bottle is another example of the Company’s commitment to creating new products and packaging that meets consumers’ needs.”Coca-Cola North America conducted extensive consumer research for the new contour bottle. The design launching today was a clear winner with consumers, with 92% of those surveyed saying they had a positive opinion of the new package*.The contour bottle launch will be supported with an integrated marketing plan to drive awareness and excitement including out-of-home and radio advertising, and the refreshed design will be integrated into all national, local and customer programs and point of sale merchandise, such as displays, coolers, vending machines and posters. Consumer communications will carry the tagline “Get a Grip on Your Thirst” and let consumers know that having on-the-go refreshment is now easier than ever before.About The Coca-Cola Company

The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company markets four of the world's top five nonalcoholic sparkling beverage brands, including Diet Coke®, Fanta® and Sprite®, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit our website atwww.thecoca-colacompany.com.

Source: 2006 Qualitative and 2006 Qual/Quant Research, CCNA K&I

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