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[london] Coca-Cola Great Britain and Ireland says it is monitoring the marketing of Pammy, Virgin Cola's new cola drink sold in curvaceous glass bottles, for potential copycatting.

Named for Pamela Anderson Lee, the "Baywatch" star and "1996's answer to Marilyn Monroe," the bottle's shape is similar to Coke's traditional contour shape bottles.

"We have not had anything like this in recent history, but this is simply an imitation. The contour shape is part of our history because Coke is the real thing," said Coke spokesman Ian Muir.

But it will be several weeks before Coke decides whether to take legal action, Mr. Muir added.

A major press campaign for Pammy through Rainey Kelly Campbell Rolfe, London, kicks off in March. Later in the year, Virgin will also produce a limited number of 375ml size special editions, each of which will bear Mrs. Lee's signature.

Meanwhile, the UK's Advertising Standards Authority said it has not received complaints from any group or person concerned about potential sexist implications of drinking from a bottle shaped like a female sex symbol.

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