Pepsi Canada claims success with new-look bottle

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VANCOUVER -- Pepsi-Cola Canada is rolling out a new bottle size and new packaging to provide "a whole new level" of consumer convenience. New resealable 710 ml plastic bottles will come in packs of six - complete with carrying handle - held together with plastic rings that can be easily opened by pulling a plastic zipper.

"Test results indicate overwhelming consumer acceptance," says Jeff Lobb, vice-president of marketing for Toronto-based Pepsi-Cola Canada Beverages. Test marketing last summer yielded the best response to a Pepsi brand launch in Canada since 1984, he claims. Some 85% of buyers and 93% of repeat buyers said they'd buy the product again.

Lobb says launching new packaging formats is much like launching new brands, so the new style bottles will be supported by French and English advertising in outdoor billboards and signage. BBDO Canada of Toronto handles.

Pepsi's new six-pack of plastic bottles gives Canadian buyers the same amount of drink as in a 12-pack of cans.

Copyright March 1997, Crain Communications Inc.

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