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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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