COCA-COLA INTRODUCES THE FRIDGE PACK
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.