Denny Bros helps launch Europe's First Magazine on a Bottle™

Coca-Cola Belgium was 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 was contained within a custom-made self-adhesive label and applied to the bottles using automatic labeling equipment. The unique label is used under license from OPP by Coca-Cola Belgium and was manufactured by Denny Bros. Barry Denny, Managing Director, says, “Having Coca-Cola as our first job for this project was a tremendous privilege. We had to overcome some technical issues to produce the job but were delighted with the final product.”

"...The Coca-Cola Company provides the perfect platform to utilise OPP, which will convert its Coca-Cola Light bottles into an unrivalled communications tool."

Joanna Wojtalik, the inventor behind the revolutionary On Product Publishing™ concept, explains, “OPP is all about broadening and targeting content delivery by using the mass market reach of an FMCG distribution network. The Coca-Cola Company provides the perfect platform to utilise OPP, which will convert its Coca-Cola Light bottles into an unrivalled communications tool.”

A representative of the Coca-Cola light marketing team commented at the time of the launch, “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 labelling 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.