Coca-Cola pilots two-liter version of iconic contour bottle in Birmingham and Chattanooga


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**.

“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 marketplace.”

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
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*Internal CCNA Research
**Internal CCNA Research