Coke Classic Returns to Glass Contour Bottles
The roll-out represents Coke's first widespread use of the glass bottle since the early 1970s. Beginning this month, the embossed 8-oz (237-milliliter) bottles — supplied by Vitro Packaging (Marietta, GA) and made from "Georgia green" glass — will replace the current 8-oz bottles, which have a printed trademark. The new bottles feature the raised Coca-Cola script. While glass bottles have been available on a limited basis, the embossed bottle has not been used since the late 1950s.
"We talked to a lot of people, and they told us that there's nothing quite like drinking Coke from this bottle," said Ralph H. Cooper, president, Coca-Cola USA. "We also learned that the experience is really meaningful to consumers and enhances their desire to enjoy Coca-Cola in all of our other packages."
The "little bottle," which is topped with a crown closure from Crown Cork & Seal (Philadelphia), offers consumers a "total sensory experience," says Cooper. "It's instantly recognizable upon sight, feels perfect in your hand, makes a distinct sound when it's opened, and offers a taste and aroma that can only be Coca-Cola."
Embossing the names of cities on the bottom of Coca-Cola bottles began in 1915 as a way to identify where the product was manufactured. Over time, the bottles from the different cities popped up all over the country.
The 24 places whose names will be featured include Alliance, NE; Atlanta; Boston; Charlotte, NC; Chattanooga, TN; Chicago; Cokeville, WY; Corpus Christi, Texas; Dallas; Death Valley, CA; Grand Canyon, AZ; Denver; Hollywood, CA; Mattoon, IL; New Orleans; New York; Niagara Falls, NY; Philadelphia; Quincy, FL; Rome, GA; Roswell, NM; St. Louis; Terre Haute, IN; and Vicksburg, MS.
The communities were selected because each has a special connection to Coca-Cola, according to Cooper.
New Graphics
The green glass contour bottle also is the focus of new packaging graphics recently unveiled by Coca-Cola USA. The graphics, which feature the top of the bottle, the cap popping off and Coca-Cola bursting out, visually represent the sensations of drinking a Coke.
The new graphics began appearing in December on primary packaging for Coca-Cola Classic and caffeine free Coca-Cola Classic, including cans, 12-pack wraps, fountain cups, and 20-oz, 2-L and 3-L plastic bottles.
Bottles to be Promoted
Coca-Cola Classic in the new bottles will be made available in grocery stores, convenience and petroleum outlets, drug stores, mass merchandisers and other selected locations.
In February, more than one million cold, 8-oz glass contour bottles of Coca-Cola Classic will be given away to people in more than 75 cities around the United States. Sampling stations will be set up at venues such as malls, movie theatres, concerts, skating rinks and ski areas.
Special point-of-sale materials also have been developed, including table tents and counter cards for restaurants, and pole signs, shelf talkers and static clings for use in retail channels.
Edited by Bill Noone