The outdoor campaign will introduce the new bottles, followed by in-store promotions later this year.
It marks the brand’s first new bottle size since the 500ml bottles went on sale in 1993. Coca-Cola will roll out the bottles across Great Britain and three other European countries.
The launch follows a three-month research programme commissioned by Coca-Cola, which it claims revealed that consumers, particularly in the four launch markets, wanted an additional variant between the 330ml can and 500ml bottles.
Coca-Cola will launch the bottles in its eco-friendly PlantBottle packaging, which was unveiled last year, as part of its ambition to produce all of its bottles from plant-based materials and recycled plastic by 2020.