Consumers Get a New ‘Grip’ on Their Favourite Soft Drink

Monday, February 18, 2008

As of February, Coca-Cola Enterprises Limited (CCE) will introduce an innovative and easy-to-hold 'grip' packaging design across all 500ml PET bottles of leading soft drinks brands, 'Coca-Cola', 'diet Coke' and 'Coke Zero'.

The launch of the grip bottle marks the first significant change to the iconic 'Coca-Cola' 500ml Contour Bottle design in 23 years. The distinctive new bottles have been created with special grip in the lower part of the bottle to offer maximum functionality and modernity to today's busy consumers.

Steve Fry, Marketing Controller at CCE comments:
"CCE is constantly working to innovate and re-fresh the soft drinks category with exciting and relevant launches. Extensive consumer tests have revealed the grip bottle is in great demand with 83% of consumers tested preferring the new bottle."

The grip 500ml PET Contour Bottle will be rolled out in the UK throughout 2008, supported by a £300k marketing campaign which includes major outdoor advertising and POS material.

For all stockist enquiries call 08457 227222.

Notes to editors

· The Cola sector is a huge part of the soft drinks category and is worth £962.5million .
· 'Coca-Cola' is currently worth £499million  in retail sales and 'diet Coke' is worth £399million . 'Coke Zero' has grown in value by 49% over the last year and is now worth £60.2 million .

'Coca-Cola', 'Coke', diet Coke', 'diet Coca-Cola', 'Coca-
Cola Zero', 'Coke Zero' and the design of the 'Coca-Cola' Contour Bottle are registered trade-marks of The Coca-Cola Company.