COCA-COLA PILOTS TWO-LITER VERSION OF ICONIC
CONTOUR BOTTLE IN BIRMINGHAM AND CHATTANOOGA
BIRMINGHAM, June 13, 2008 -
Coca-Cola North America (CCNA) today announced the pilot of its signature
contour bottle in a convenient two-liter size, beginning this week
in Birmingham and Chattanooga. These cities were chosen to introduce
the new version of the company's most enduring icon because of
their longstanding loyalty to Coca-Cola and the strength of their
local Coca-Cola bottler, Coca-Cola United.
The new two-liter form of Coca-Cola's iconic package
was preferred over the straight wall two-liter bottle overwhelmingly
in recent consumer tests* and offers a significant advantage for consumers
beyond its classic good looks -- it is also easier to hold and easier
to pour. The new Coca-Cola two-liter contour plastic
bottle will be available in stores throughout the two cities beginning
June 16. All Coca-Cola trademark brands will be available
in the new two-liter contour package, including Coca-Cola
classic®, Diet Coke®, Coke Zero®, Caffeine Free Coca-Cola
classic® and Caffeine Free Diet Coke®. Importantly for customers,
research conducted by CCNA with consumers suggests that the two-liter
contour package has the potential to re-energize sparkling beverage
sales in their stores as well**.
image of Coca-Cola classic 2-liter contour bottle
"Along with Coca-Cola's one-of-a-kind real cola
taste, the iconic shape of the contour bottle is what people love
most about the brand. They are both a part of its timeless magic,"
said Hendrik Steckhan, president and general manager, Sparkling Beverages,
Coca-Cola North America. "We want to offer our brands
to consumers in a special way that fits their needs for all contemporary
beverage occasions. When you enjoy your family meal together, sharing
an ice-cold Coke from a contour bottle is just 'the real thing'."
"Coca-Cola United is pleased to introduce and pilot the new
version of Coca-Cola's iconic bottle in Birmingham and Chattanooga,"
said Claude B. Nielsen, CEO, Coca-Cola Bottling Company United. "We
are very optimistic consumers will respond positively to this package
innovation. I am particularly proud of the leadership and expertise
that the launch team from United and Coca-Cola North America has demonstrated
as we worked together to bring this innovative opportunity to the
Birmingham and Chattanooga also will benefit from special recycling
initiatives which CCNA and Coca-Cola United have created to commemorate
the introduction of the new package. In Birmingham, the two companies
are donating contour bottle-shaped recycle bins to The McWane Science
Center as part of a major recycling initiative there. Chattanooga
will receive contour bottled shaped recycling bins for Signal Mountain
High School and Heritage High School, set to open in the fall. Corrugated
recycling bins also have been donated to the Chattanooga Riverbend
Festival, running from June 6-14.
Nearly 92 years after its creation, the contour bottle remains a
symbol of innovation, instantly differentiating the world's best known
sparkling beverage from all other products. Widely recognized as a
pioneering example of package-driven branding, the contour bottle
is one of the few packages to ever receive a trademark from the U.S.
Patent and Trademark Office.
In addition to the new two-liter contour bottle, CCNA's other
sparkling beverage brands will also have new two-liter versions of
their proprietary packages as part of the pilot in Birmingham and
Chattanooga. The familiar shapes of Sprite's signature bottle
and the distinctively shaped bottle for CCNA brands like Fanta, Fresca,
Pibb Extra and others will all be offered in two-liter form for the
first time. The pilot will be supported with in-store, radio, out-of-home
and newspaper advertising.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage
company, refreshing consumers with more than 450 sparkling and still
brands. Along with Coca-Cola®, recognized as the
world's most valuable brand, the Company's portfolio includes
12 other billion dollar brands, including Diet Coke®, Fanta®,
Sprite®, Coca-Cola Zero®, vitaminwater, Powerade®,
Minute Maid® and Georgia® Coffee. Globally, we are the No.
1 provider of sparkling beverages, juices and juice drinks and ready-to-drink
teas and coffees. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy the Company's
beverages at a rate of 1.5 billion servings a day. With an enduring
commitment to building sustainable communities, our Company is focused
on initiatives that protect the environment, conserve resources and
enhance the economic development of the communities where we operate.
For more information about our Company, please visit our website at www.thecoca-colacompany.com.
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*Internal CCNA Research
**Internal CCNA Research