To celebrate 130 years of Coca-Cola, Bulgaria has introduced a first-of-its-kind 750ml returnable glass bottle. The format is a tribute to Coca-Cola’s rich heritage and iconic glass bottle, but with a modern twist, based on new insights into consumer behavior in Bulgaria. The creative pinnacle of the new design is the Coca-Cola logo embossed on the neck of the bottle.
“Bulgaria’s most-loved brand is reviving the iconic glass packaging, so that all households can return home with a Coke and enjoy more special moments at an attractive price,” says Stoyan Ivanov, Franchise Country Manager for Bulgaria and Adria.
“The ‘returnability’ of the format is the essence of this new consumer proposition, transforming an everyday event into a positive emotion: return home with Coca-Cola and return the bottle afterwards for reuse.”
The introduction of the new 750ml glass bottles will be supported by an integrated marketing campaign that includes door-to-door sampling for Bulgarian households.
This new addition to the line-up of Coca-Cola formats means the company is making the Coca-Cola experience available to more Bulgarian consumers, with their favourite beverage available for small medium and large households in 750ml glass and 1.25L and 2L PET bottles.