The future's orange for Coca-Cola

06 April, 2007

Coca-Cola Enterprises is backing its new limited edition Coca-Cola Orange with a 2.5 million marketing campaign .

As part of the company's Coke Side of Summer campaign, Coca-Cola Orange will hit retailers' shelves in July. It will be available in 50cl and 2-litre bottles, and multipacks containing six 33cl cans.

Head of marketing Anita Huntley said: "Consumers are becoming increasingly demanding in the search for new and exciting flavours and we are keen to innovate with our most famous brands in exciting ways to drive category growth."

Coca-Cola has been chosen as the official supplier to the new Wembley stadium, continuing the brand's association with football.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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