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Case Study No.30 -
Denny Bros helps launch Europe's First
Magazine on a Bottle |
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Coca-Cola Belgium is the first soft drink company to use On Product Publishing’s (OPP) Magazine on a Bottle™ concept. Coca-Cola light joined forces with Sanoma Magazines to create the world’s first soft drink combined with a magazine, using the labeling innovation invented by OPP.
The removable 24-page magazine is contained within a custom-made self-adhesive label and is applied to the bottles using automatic labeling equipment. The unique label is used under license from OPP by Coca-Cola Belgium and has been manufactured by Denny Bros Ltd. States Barry Denny, Managing Director: "Having Coca-Cola as our first job for this project is a tremendous privilege. We had to overcome some technical issues to produce the job and we are delighted with the final product."
Joanna Wojtalik, the inventor behind the revolutionary On Product Publishing™ concept, explains, "On Product Publishing™ is all about broadening and targeting content delivery by using the mass market reach of an FMCG distribution network. Coca-Cola Company provides the perfect platform to utilise On Product Publishing™, which will convert its Coca-Cola light bottles into an unrivalled communications tool."
A representative of the Coca-Cola light marketing team comments, "This innovative packaging approach fits in perfectly with Coca-Cola light’s new campaign for 2007. Coca-Cola light is about encouraging women to live life by seeing it through pink glasses, and the special edition of GLAM*IT magazine attached to the Coca-Cola light bottle is packed with tips and tricks to help them do just that."
On Product Publishing™ is a patent pending labeling technology that enables a removable magazine to be contained within the label of a consumer good, thereby using product distribution as a new communications channel. Coca-Cola Belgium became aware of the packaging innovation after OPP won the Best Label and Best Overall Concept awards at the prestigious 2006 Bottled Water Design Awards in Bergamo, Italy.
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Kempson Way,
Bury St Edmunds, Suffolk IP32 7AR, England.
Tel +44 (0) 1284 701381,
Fax +44 (0) 1284 705575 |
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