Packs and Closures

UK printing company Denny Bros has manufactured Europe’s first magazine on a bottle for Coca-Cola Belgium.

PET bottles of Coca-Cola Light, with a free copy of a special mini edition of fashion magazine GLAM*IT attached, are due to go on sale in Belgium in April.

The custom-made removable label is applied to the bottle using automatic labelling equipment.

Coca-Cola discovered the concept after On Product Publishing (OPP), the Australian creator of the magazine-on-a-bottle format, won the best label and best overall concept awards at the 2006 Bottled Water World Design Awards in Bergamo, Italy.

OPP has recently established a European headquarters in London.

Joanna Wojtalik, On Product’s inventor, said: “The OPP label effectively allows Coca-Cola Light to place more content directly on its products and thereby enhance the relationship its consumers have with the brand at the point of purchase.”

Meanwhile, drinks can manufacturer Rexam has used its “Illustration Impact” technology to produce a limited edition for the UK relaunch of Diet Coke.

Illustration Impact, which was first used last year on Rosenbach beer, is said to offer greater image definition and a photographic quality not previously possible on cans.

“This opens up opportunities to brand designers to be a lot more creative,” said Rexam’s new product development manager, Ann Bonner.

Coca-Cola’s UK graphics manager, Karen Dyer, said the technology had enabled the company to create a “more intricate and visual identity for Diet Coke”.

More than 70 million limited-edition packs have been produced and have been on sale since 26 February.