Coke gives a little happiness with ‘magic’ bow

Coke 'magic bow' bottles

Coca-Cola Enterprises continues its Christmas push with the launch of a new festive format and a refresh of last year’s ‘Give a little happiness’ TV advert.

Following on from the roll out of its Christmas truck on-pack promotion, nationwide truck tour and ‘Holidays are coming’ TV campaign last month, CCE’s portfolio of 1.75 litre Coca-Cola products will be wrapped up for Christmas with a new limited edition on-pack bow-design.

The new pack offers some novelty value to consumers: when the label is pulled it mysteriously ties itself into a bow, transforming the bottle into a gift.

The new format is available from the beginning of December and features across Coca-Cola, Coca-Cola Zero, Diet Coke and Coca-Cola Life variants.

The limited edition will also be supported by in-store POS and the launch of the ‘Give a little happiness’ TV advert which airs nationwide early December and will feature a 10 second homage to the new bow bottle format. Building on last year’s campaign, the advert also incorporates Santa and the Coca-Cola Christmas truck.

Caroline Cater, Director of Operational Marketing at Coca-Cola Enterprises, said: “Our new festive format will be backed by a substantial marketing spend, which includes our ‘Give a little happiness’ advert to further increase visibility over the holiday season. We’d therefore recommend retailers stay stocked up on our Coca-Cola range to capitalise on the occasion.”