Profile: Jeremy Gilley

The man marketing world peace

Coca-Cola launches campaign for new bottle size

Coca-Cola is readying an outdoor campaign to introduce its 375ml pocket size bottles across its Coca-Cola, Diet Coke and Coke Zero brands this spring.

Coke Cola

The outdoor campaign will introduce the new bottles, followed by in-store promotions later this year.

It marks the brand’s first new bottle size since the 500ml bottles went on sale in 1993. Coca-Cola will roll out the bottles across Great Britain and three other European countries.

The launch follows a three-month research programme commissioned by Coca-Cola, which it claims revealed that consumers, particularly in the four launch markets, wanted an additional variant between the 330ml can and 500ml bottles.

Coca-Cola will launch the bottles in its eco-friendly PlantBottle packaging, which was unveiled last year, as part of its ambition to produce all of its bottles from plant-based materials and recycled plastic by 2020.

Readers' comments (2)

  • Cool move. As Wharton's Barbara Kahn shows here ‘Coca-Cola is the world’s most valuable brand, worth $71 billion, but it is actually limited as a brand. It will extend comfortably to Diet Coke and Zero but it doesn’t work with orange juice for instance. The idea of OJ being twinned with the brown fizzy stuff is not appealing... "

    http://www.iedp.com/Blog/Brands_Managing_Your_Most_Valuable_Asset

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  • Hi Daniel.

    Have you come across Mezzo Mix?
    http://en.wikipedia.org/wiki/Mezzo_Mix
    "Cola kisses Orange"
    My German friends love the stuff.
    Personally I am not a fan, but I guess it is all about what you are used to...

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