The Homa Files

Excerpted from Dow Jones Newswire, “Coke To Push New 99-Cent, 16-Ounce Bottle” by Anjali Cordeiro, January 21, 2009

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Coca-Cola Co. (KO) will widen distribution of a new 16- ounce bottle priced at 99 cents in conjunction with the launch of a new marketing campaign called “Open Happiness.”

Coke executives said the new bottle size was launched about three months ago in the Southeast U.S. and is now being rolled out nationwide.

Sales of carbonated soft drinks have weakened in the U.S. as the economy has slowed, pushing beverage makers to test new package sizes and pricing.

The price of 99 cents also highlights the pressure on consumer companies to offer consumers better value for their money.

The company’s new ad campaign for its namesake brand launches this week and will have TV spots on “American Idol” and the upcoming Super Bowl. The campaign will include a focus on packaging and pricing.

Edit by DAF

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Full article:
http://money.cnn.com/news/newsfeeds/articles/djf500/200901211404DOWJONESDJONLINE000813_FORTUNE5.htm

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This entry was posted on February 23, 2009 at 7:47 am and is filed under Mktg - Brands, Mktg - Packaging, Mktg - Pricing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.