Advertising, Marketing, Media and PR News - Brand Republic

Advertising, Marketing, Media and PR News - Brand Republic: "Coca-Cola plans special editions for Christ...
by Nicola Clark Marketing 12 Sep 2006 08:36
LONDON - Coca-Cola Enterprises is to launch a range of Christmas packaging, including seasonal gift-wrapping, to promote its Coke and Diet Coke brands.
The work reflects Coca-Cola's strategy of focusing not only on brand extensions but also packaging innovation to drive sales. A spokeswoman for Coca-Cola Enterprises confirmed that there will be 'new on-pack graphics and environment-specific point-of-sale activity across all channels', which will tie into Coke's iconic Christmas advertising campaign. The Christmas-themed designs will appear on two-litre bottles of Coke and Diet Coke, as well as fridge-packs, multi-packs, and six-packs of its iconic glass bottles. Earlier this year, the soft-drinks giant launched football-shaped bottles of Coke to coincide with the World Cup, while limited-edition aluminium bottles were rolled out to style bars. In May this year Coca-Cola launched a range of smaller bottles in response to concerns over healthy eating and drinking, and invested �1m..."