Blog: All packed up
Chris Brook-Carter | 6 August 2004
Even Coca-Cola has bowed to the unique pressures that Germany’s mandatory deposit law on mono-use drinks packaging has placed on operators there.
The Coca-Cola Company has agreed to sell its Coca-Cola, Fanta and Sprite products in 1.25-liter bottles exclusively designed with the P logo imprinted on its neck for the German discount supermarket chain, Plus.
Because of the introduction of a 2003 deposit law, German supermarket chains want to sell and take back only packaging which is unique to their stores. Until recently, Coke was not willing to potentially dilute its brand image by selling its products in a bottle exclusive to an individual chain.
However, even a brand like Coke was suffering from the decision, which was resulting in the absence of its products at some supermarket chains (PepsiCo is already present in several chains with their own versions of bottles).
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