The holiday season is quickly approaching, and grocery store shelves are no stranger to packages adorned with old St. Nick, snowflakes, Rudolph and the like. Taking it one step further this season, Coca-Cola has found a new way to stand out from various holiday-themed products and marketing tactics with a film label that transforms into a festive bow.

The limited edition 1.75l Christmas ‘bow bottles’ are available in all major UK supermarkets, according to a press release from the company. Consumers just have to follow the simple instructions on the bottle and unwrap the middle portion of the label then pull on a tab, which then gathers the film to create a bow. 



This is hardly Coca-Cola’s first foray into the world of innovative flexible films. Last year, the beverage brand shattered the marketing landscape with its simple, yet highly effective, “Share a Coke” campaign. Sales for the brand rose 2 percent after the campaign, according to an article by the Wall Street Journal

If anything, the ‘bow bottles’ and Coca-Cola’s other various use of flexible films further cement the, well, flexibility of flexible packaging. Flexible Packaging allows brands to be extra creative with their packaging strategies. So, whether it’s an unusual label, new take on a closure or interestingly shaped pouch, the proof is in the pop that innovation, attention to details and catering to the needs and wants of consumers is certainly valued.  

What is your company’s approach to mastering the holidays? Have you pursued a creative idea that’s worked in your favor? Shoot me an email at, or tweet at us @flexpackmag and let us know.