This year, following on the heels of its Christmas truck on-pack promotion, nationwide truck tour and ‘Holidays are coming’ TV campaign last month, Coca-Cola’s portfolio of 1.75 liter products will be wrapped up for Christmas with a new limited edition on-pack bow-design. While the label looks at first like every other Coca-Cola label, except with winter snowflakes on it, there is more to it than meets the eye.
The label on the bottle is split into three sections and the middle piece pulls away. Once removed, a lever appears and can be pulled to form four small loops. Once the lever is stretched against the bottle, the label turns into a Christmas bow.
Already the new packaging has caused quite a stir on social media as millions of viewers have watched Coke’s how-to video showing the Christmas bottle technique. Many consumers are posting videos and pictures of their own Christmas bows and are calling for the packaging to jump across the pond since it is only available in the UK.
Available from the beginning of December and featuring across Coca-Cola, Coca-Cola Zero, Diet Coke and Coca-Cola Life variants, the new festive format will help retailers to drive seasonal sales, as consumers are inspired to share a moment of happiness by gifting a Coca-Cola complete with a bow on the label to a loved one.
The novelty pack also means shoppers can add something special to the table when hosting festive get-togethers with friends and family, by pulling on the label and transforming the bottle into a gift.