COCA-COLA BRINGS BLAST FROM THE PAST BACK FOR GOOD
By Adnews Staff
Toronto-based Coca-Cola Ltd. has brought back its embossed glass bottle packaging on a permanent basis. The original-style green glass bottles will be widely available for the first time since the 1970's. The bottles have previously been available over the years in commemorative editions for a limited time. Ehab Jaber, brand leader for Coca-Cola Classic, said the main reason for the return of the glass bottles is the good job they do in communicating Coca-Cola's invitation to consumers to enjoy life. The bottles are being promoted in the company's new "Enjoy" campaign which broke last month. Two television spots, "Snowflakes" and "Parrot", feature the bottles. Additional support to mark the return of the bottles can be seen in-stores, through venue sampling and through a coupon program. Each embossed 237 ml glass contour bottle also features one of 24 Canadian cites. Each city has a special connection to Coca-Cola and Canada. For example Winnipeg, Manitoba is featured as it served as headquarters for Coca-Cola Ltd.'s Canadian distribution in 1915. Coca-Cola expects to have the bottles available in most locations by March 25. Toronto-based Marketing Drive Worldwide Canada created the in-store materials, displays and coupons. The television commercials were created by Chicago-based Leo Burnett as part of Coca-Cola's global campaign and were adapted for the Canadian market by the Toronto and Montreal offices of Cossette Communication-Marketing.