Coke Advises Consumers To 'Get A Grip'

  • September 5, 2007
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

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