Coca-Cola's Gift Bottle Transforms Its Label into a Chirstmas Bow
Erica Francis — August 6, 2016 — Marketing
References: adeevee
Coca-Cola is known for its heartwarming Christmas campaigns and its Coca-Cola 'Gift Bottle' is no exception. The concept is simple, the Christmas bottle has a special label that consumers can pull on to eventually reveal a beautiful Christmas bow. The beverage company believes that "Coca-Cola means Christmas and Christmas means sharing." To develop the idea behind the campaign, the company asked, "How can Coca-Cola create more sharing moments?"
The Coca-Cola Gift Bottle was developed and tested in several European countries where the company saw a 6.1% increase in sales. The success of the family-oriented campaign inspired 33 countries in South America and Europe to add the Gift Bottle to its upcoming holiday line of products. The special edition bottles serves to remind consumers of their positive emotions related to Coca-Cola and will increase sales for the company through the bottle's novelty.
The Coca-Cola Gift Bottle was developed and tested in several European countries where the company saw a 6.1% increase in sales. The success of the family-oriented campaign inspired 33 countries in South America and Europe to add the Gift Bottle to its upcoming holiday line of products. The special edition bottles serves to remind consumers of their positive emotions related to Coca-Cola and will increase sales for the company through the bottle's novelty.
Trend Themes
1. Personalized Packaging - The Coca-Cola Gift Bottle showcases the potential for personalized packaging that creates a unique and memorable consumer experience.
2. Holiday Branding - The success of the Coca-Cola Gift Bottle demonstrates the opportunity for brands to create engaging holiday-themed campaigns that evoke positive emotions in consumers.
3. Novelty Packaging - The Gift Bottle's innovative label design presents a disruptive innovation opportunity for packaging companies to create unique and interactive packaging solutions.
Industry Implications
1. Beverage Industry - The Coca-Cola Gift Bottle's success highlights the potential for packaging innovations to drive sales and market share within the beverage industry.
2. Advertising and Marketing - The holiday-themed campaign of the Coca-Cola Gift Bottle showcases the opportunities for advertising and marketing agencies to create compelling and emotional campaigns that resonate with consumers during festive seasons.
3. Packaging Design - The innovative label design of the Coca-Cola Gift Bottle represents a disruptive opportunity for packaging design firms to create engaging and interactive packaging solutions for various industries.
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