Coca-Cola plans special editions for Christmas
by Nicola Clark
12 Sep 2006
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 in promoting the range.
According to Coca-Cola Enterprises, the right packaging is key to enabling retailers to drive sales.