Brief

The famous Coca-Cola glass bottle is being launched in a unique 330ml format especially for the UK. An exhibition charting the bottle’s ‘contribution to contemporary culture’ and showing it with everyone from President Kennedy to Fidel Castro (pictured), opens at London’s Design Museum on Wednesday May 21 to highlight the launch. The special size has been adopted in response to market research, which also found that the classic bottle epitomised the consumer’s idea of Coke. A 4.5m marketing campaign including cinema advertising and youth press coverage will support the launch.

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