Packaging
Coca-Colas Iconic Contour Bottle Rolls into Florida in Curvy Two-Liter Form
Monday 20. July 2009 - Coca-Colas famous curvy contour bottle is now available in 2-liter packages in stores throughout Florida. Coca-Cola Enterprises (NYSE:CCE) recently introduced the innovative bottle to the Florida market, which is one of several Southeastern markets to roll out the convenient two-liter version of the iconic package.
After successful pilots in Birmingham, AL and Chattanooga, TN, the curvy bottle was rolled out in multiple southern cities in 2008 and in Philadelphia in May.
The new two-liter form of Coca-Colas famous package was preferred over the straight wall two-liter bottle overwhelmingly in consumer tests* and offers a significant advantage beyond its classic good looks – it is also easier to hold and easier to pour. All Coca-Cola trademark brands will be available in the new two-liter contour package, including Coca-Cola, Diet Coke, Coke Zero, Caffeine Free Coca-Cola and Caffeine Free Diet Coke. Consumer research conducted by Coca-Cola North America (CCNA) suggests that the two-liter contour package has the potential to re-energize sparkling beverage sales in their stores**.
“We want to offer our brands to consumers in a special way that fits their needs, and that includes sharing Coca-Cola products from a contour bottle,” said Carl Leroux, Vice President of Sales Operations. “Consumers love this package innovation, and Im proud of the partnership CCE and CCNA demonstrated in bringing the contour bottle to our customers and consumers.”
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. Leveraging Coca-Colas iconic shape to further differentiate its two-liter package is one part of the Coke systems ongoing efforts to revitalize the sparkling beverage category. The contour PET bottle and cap are both completely recyclable.