The beverage maker jumps on a pre-existing practice in the developing world in order to preserve their brand and meet the needs of consumers.
In much of Central America soft drinks in bottles are often too expensive for the average consumer. Popular domestic sodas are instead served cheaply in disposable plastic bags, and more expensive drinks like Coca-Cola are just poured into sandwich baggies.
So the beverage giant decided to recover their iconic branding (lost when the bottle is disposed) and meet the needs of poorer consumers with the ‘Coca-Cola Bag.’ A biodegradable plastic bag in the shape of a Coke bottle, this bag saves buyers bottle deposit money and retains the drink’s fizz and experience, while simultaneously being more environmentally friendly. Being new and fun, it actually creates a new brand experience adapted to particular regions and cultural tendencies that local consumers are sure to appreciate.