Coca-Cola has launched a newly shaped bottle with an integrated marketing plan, including out-of-home and radio advertising. The design will be integrated into all national, local and customer
programs and point-of-sale merchandise, such as displays, coolers, vending machines and posters. It carries the tagline "Get a Grip on Your Thirst."
The new 20-ounce bottle features 5%
less polyethylene terephthalate than its predecessor, launched in 1993, as well as easier-to-hold, textured enhancements and a shorter cap.
It began rolling out to convenience stores on Tuesday
and will be available nationwide, the company says, by early 2008.
--Nina M. Lentini