Limited edition packaging that ties in with major events can give a product a major boost & even open up new markets. One brand that has had lots of success using special edition packs is Coca-Cola. Alongside the instantly recognisable Christmas packs featuring Santa, the soft drinks giant has also offered potential clients exclusive products to break new business. Coca-Cola trading teams won several new business accounts by offering exclusive stock of the 2006 World Cup Contour bottles to clients that had not previously stocked Coca-Cola. Once an event is decided, the next step is to develop a pack. One of the key factors is cost & refitting. A production line could prove to be prohibitively expensive in the glass sector where a lot of special branding is done with sleeving as it allows a complete redesign of the look of the bottle based on a standard shape.
