Coca-Cola, Starbucks Go Vintage

By Eric Newman

April 20, AdWeek

Beverage heavyweights Coca-Cola and Starbucks are reaching back into the memory banks to drive some consumer engagement with the introduction of limited-time-only, vintage designs on their packaging.

Coca-Cola, Atlanta, recently reintroduced its 1906 bottle design, dubbed "Diamond Label," hoping to get the brand's product heritage and history into consumers' mindsets. The bottles are available nationwide, in special four-packs.

"The vintage bottle is an opportunity for us to reinforce what makes Coca-Cola so special," said rep Scott Williamson. "Programs like this allow us to reinforce what are the things that make Coca-Cola special, like its iconic packaging. There is a timelessness that appeals there."

The 1906 design follows a similar program the soft drink giant created for last year's holiday season, when its 1899 bottle design hit shelves. According to Williamson, the limited supply product sold out quickly and was popular with many age demographics.

Similarly, Starbucks, Seattle, last week replaced its familiar green and black logo with a vintage all-brown icon, which was printed on coffee cups in tandem with the launch of a new flavor. The original logo appeared on Starbucks cups from 1971 until 1987 when it was replaced by the green logo. The original features the company's nameplate and tag: "Fresh Roasted Coffee," as well as a full body shot of the two-tailed mermaid.

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