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THE COCA-COLA COMPANY INTRODUCES '90S VERSION OF CONTOUR PACKAGING Years of Development Allow Introduction Of New Packages with Classic Shape

 ATLANTA, Jan. 11 /PRNewswire/ -- The Coca-Cola Company (NYSE: KO) today introduced the '90s version of the world's most recognized consumer package -- the famous Coca-Cola contour bottle.
 This next phase in the evolution of the world-renowned contour -- a 20-ounce plastic (PET) bottle -- is being introduced this week in two U.S. markets: Birmingham and Chattanooga. Other markets will be added in the near future.
 "For more than 75 years, our contour bottle design has been the unparalleled symbol of quality," said M. Douglas Ivester, president, Coca-Cola USA. "The new 20-ounce package preserves that heritage while offering the convenience of a recyclable plastic package to today's consumer."
 Consumer research on the new PET contour bottle has demonstrated that younger consumers find the package modern, unique and up-to-date while other consumers perceive the contour design as a symbol of the quality of the product.
 Until now, it has not been possible to distribute a commercially viable contour plastic package of the detail and quality of this 20-ounce version. However, experimental effort by the Company and its packaging suppliers, along with advances in plastics technology, have made it possible to introduce the '90s version of one of the most- recognized icons on earth.
 Two years ago, Coca-Cola USA introduced an eight-ounce glass version of its legendary 6-1/2 ounce glass bottle. Eight ounces of soft drink now fit in a bottle the same size as the 6-1/2 ounce package.
 The rollout of the 20-ounce PET bottle will be supported with television, radio, print and outdoor advertising. Both Coca-Cola classic and diet Coke will be available in the new plastic packaging.
 Since Coca-Cola first introduced its contour bottle in 1915, changes in bottling technology and marketplace demands have prompted several evolutions in design, ranging from size and labeling to city and patent designations.
 Today Coca-Cola is the world's number one soft drink, consumed at a rate of nearly 500 million servings per day.
 -0- 1/11/93
 /CONTACT: Randy Donaldson of Coca-Cola USA, 404-676-3853/
 (KO)


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

BN-BR -- AT006 -- 3425 01/11/93 09:44 EST
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Date:Jan 11, 1993
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