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Marketer: Coca-Cola Great Britain

Agency: Vallance Carruthers Coleman Priest, London

Coke makes a multi-branded bottle out of bottle caps to illustrate growing product range and new choices

[London] Coca-Cola Great Britain is targeting health-conscious consumers with "A World of Refreshment," its first umbrella branding campaign in the U.K.

The iconic Coke bottle got a graphic makeover to illustrate the full range of Coca-Cola's U.K. beverages portfolio. A collection of multicolored bottle tops-many bearing the logos of different Coca-Cola drinks-come together to create the bottle's outline.

Coke's famous neon sign at London's high-traffic Piccadilly Circus intersection will carry the imagery, and it will also appear in consumer lifestyle media and on a Web site promoting an active lifestyle. If successful, other media may be added.

Coke has doubled its U.K. product range in the last decade, with 19 soft-drink brands and 100 separate products. Most newer drinks are low-calorie or noncarbonated fruit-based options aimed at more health-conscious consumers, which the new campaign clearly illustrates.

"Consumers told us they were both surprised and motivated ... that we had so many well known brands and such a huge choice of products," said Charlotte Oades, division president at Coca-Cola Great Britain. "We chose to create a visual articulation ... using the equity and heritage of `Coca-Cola' but highlighting the growing range of products we offer, including fruit juices, fruit drinks, waters, sports and energy drinks to ready to drink teas."

Vallance Carruthers Coleman Priest, London, now part of WPP Group's Chime Communications, created the campaign. It includes core brands such as Coca-Cola, Fanta, Sprite, Dr Pepper, Diet Coke and Lilt, as well as the new "Z" (zero added sugar) fruit carbonated range and juice-based drinks. Powerade, Schweppes and Malvern mineral water also appear.

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