Beverage-Industry - New Coca-Cola Cooler-Bag Packaging for Consumers

New Packaging Innovation helps Coca-Cola Consumers  keep cool 

Thanks to the collaboration with Coca-Cola Enterprises Hawaii and 7-Eleven Hawaii, consumers in Hawaii now have a new way to keep their Coca-Cola products cold longer, even during the hottest South Pacific day.

Introduced in Hawaii this week, the Coca-Cola Cooler Bag is an innovative packaging solution designed to sell more Coke®, more often, to more consumers at 7-Eleven. An insulated pouch that can hold up to four 20 oz. PET bottles, the Cooler Bag is re-usable and does not require ice. With convenient plastic handles, the Cooler Bag is targeted at consumers attending parties, picnics, sports events and other summertime occasions.

The Coca-Cola Cooler Bag will be offered free with the purchase of any four 20 oz. PET Coca-Cola products.

Consumers also will receive a coupon offering "Buy 3, get 1 FREE" on their next purchase, encouraging repeat purchases. The idea evolved from the Coca-Cola Ice Chest - another 7-Eleven immediate consumption packaging test conducted in September 2001 in Hawaii. The Ice Chest was successful - sales increased by 109 percent over the previous year - but the Cooler Bag is smaller, less expensive and more convenient.

The company evolved both the packaging and retail offering based on the Ice Chest learnings, and ahve taken a good concept and made it more appealing for 7-Eleven and other mutual customers.

In addition to the launch in Hawaii, other local 7-Eleven account teams, for example in Malaysia and Korea, are planning to launch the Coca-Cola Cooler Bag as well.