![]() ![]() ![]() ‘I sent Peter a bit of paper wrapped round a can and was clear about the key challenges: can we actually manufacture a label this complex, with three layers and incorporating different types of material? Can that reel of labels then be applied? And does it work when it gets to consumer? It had to do all three before it could work commercially.’ So the concept came from marketing, but moving it to a large-scale commercial operation was something we pushed.’īentley’s first call was to Peter Overbeek, managing director of Dutch converter Eshuis, which had pulled together the organization of the whole Share-a-Coke project. ‘That was fine for small volumes, but I was sure this could be done on a large scale, as it was in principle a flat label which could be made from any material. ![]() ‘They had to go around the bottle more than once, and we sold them online,’ recalls Gregory Bentley. The project built on the experience gained during the planning and execution of Share-a-Coke (SAC) in previous years, although this time there is no variably printed element.ĭemonstrating the power of global thinking, the bow label concept was first developed in Latin America by a creative agency, which produced a few thousand hand-applied fabric labels. The promotion was timed for the Christmas market and has not only boosted sales, but generated a high level of interest and engagement on social media.ĭriven by Coca-Cola Europe’s packaging innovation manager Gregory Bentley, bow label involved close co-operation between Coca-Cola bottlers, label converters Eshuis and Constantia, and a bespoke machinery developer. ![]() A complex three-layer construction and dedicated converting machinery have delivered another marketing success for Coca-Cola Europe.Ĭoca-Cola has introduced a new marketing concept to excite European consumers – a label which forms into a bow when a concealed ribbon is pulled. ![]()
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