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COCA-COLA USA TO LAUNCH TWO-LITER CONTOUR PLASTIC BOTTLE ON HEELS OF INITIAL 20 OZ. SUCCESS

 ATLANTA, June 8 /PRNewswire/ -- Those living, breathing harbingers of the future -- teenagers -- have voted in Birmingham, Ala., Boston and Chattanooga, Tenn.
 And they predict that the hottest innovation in soft drinks this summer will be a curvy, plastic bottle from Coca-Cola.
 They voted in those three markets after the introduction there earlier this year of a plastic contour bottle from Coca-Cola.
 National consumer studies show an 84 percent preference for the new 20-ounce contour package over generic-shaped packages. That preference translated into a sales gain in the three introductory markets of nearly 50 percent for the new contour package over comparable size, generic- shaped packages.
 Based on that success, Coca-Cola USA today announced that it will be introducing another new plastic contour package -- in the two-liter size -- in Syracuse and Albany, N.Y. this week.
 "It's not a surprise that the contour shape has a significant amount of equity across the total consumer audience, but what is fascinating to us is the impact it has with today's youth," said Charles Frenette, executive vice president-Operations, Coca-Cola USA. "Our studies show an extremely high preference for this package by youth. This preference is being translated into higher levels of purchase and consumption of Coca-Cola by this age group."
 Preliminary results indicate sales of the 20-ounce contour are particularly strong in the convenience channel, a segment where single drink sales to young consumers represent a higher percentage of overall volume.
 "Our strategy is to position Coca-Cola as different and better to all consumers. Contour packaging sends that message in a very powerful way," said Frenette.
 It has only recently been possible to market a commercially viable contour plastic design with the detail and quality of the new versions. Experimental efforts by the company and its packaging suppliers, along with advances in plastics technology, now make these new contour versions possible.
 The introduction will be supported with television, radio, print and outdoor advertising.
 -0- 6/8/93
 /CONTACT: Bob Bertini of Coca-Cola USA, 404-676-5173/
 (KO)


CO: Coca-Cola USA ST: Georgia IN: FOD SU: PDT

RA-BR -- AT005 -- 6544 06/08/93 12:00 EDT
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Publication:PR Newswire
Date:Jun 8, 1993
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