Friday, June 24, 2011

Coca Cola Magnificent 5 Europe - Love Being

Coca-Cola redesigns bottle in limited-edition aluminium
by Samuel Solley, Marketing, 21 September 2005, 08:10AM

LONDON - Coca-Cola has unveiled a limited-edition aluminium bottle -- the first major remodelling of its famous contour bottle since 1915.
The bottles, which go on sale next month, will initially feature the words "Love Being", taking the theme of the company's "Love Coke" UK advertising campaign.

Coca-Cola used five global design studios to create graphics for the bottles.

The first design to feature on the bottles will be the work of UK agency The Designers Republic.

Coca-Cola's GB marketing director, Cathryn Sleight, said the designs will "help keep the bottle relevant to consumers, while combining cutting-edge design with art and culture".

Subsequent designs will feature the work of Lobo from Brazil, MK12 in the US, Rex & Tennant McKay in South Africa and Caviar in Japan. The bottles will be released in selected countries for limited periods.

Each design agency has created a short film set to music to accompany the launch of its bottle. The films will be shown in style bars and nightclubs stocking the bottle.

The Love Being bottles will be available for three months from the start of October.

Last year Coca-Cola produced a series of limited-edition bottles designed by Matthew Williamson. However, this activity affected only the labelling, rather than the material used to manufacture the bottles.

In July, the company introduced its first umbrella campaign, jointly promoting brands including Coca-Cola and Diet Coke, as well as Sprite, Fanta, Malvern and Oasis. The campaign was created by Vallance Carruthers Coleman Priest.

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