I thought that using the anniversary of one of the most recognizable and powerful brands in the world was a good starting point to introduce the context of line extensions...
Line Extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.
Coca-Cola has a lot of line extensions related with the packaging as a result of its special edition bottles.
On its 125th birthday, Coca-Cola sold one of this special editions in order to celebrate this date!
Also, other special editions can be mentioned like the brand's special package for the World Cup that was also sponsored by Coca-Cola.
By sponsoring events this brand can build more attached customers, making them feel that they belong to a community where Coca-Cola is present!
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