COCA-COLA INTRODUCES THE FRIDGE PACK
Media Relations
The Challenge
As inventor of the first soft drink 12-pack and the signature contour bottle, it’s no wonder Coca-Cola is the industry’s leading packaging innovator. The brand wanted to reinforce its No. 1 position with its latest design, the Coca-Cola Fridge Pack. PRecise was brought in to develop and execute a strategic media relations plan to launch the new packaging and drive consumer trials. Our solution was to introduce the Fridge Pack as a mini vending machine. We held a launch event to drive trial, and spread the word through local media relations in 15 markets across the southeast.
The Impact
Our grassroots effort was picked up by the Wall Street Journal, CNN, CNBC, NPR, All News Channel and an Associated Press wire story. Several major market dailies featured the news as well. In the end, we amassed an astounding 11 million media impressions