Coca-Cola to create a special version of the famous Coca-Cola Contour bottle. A number of other limited edition bottles by fashion designers for Coca-Cola Light soda have been created in the last few years. In 2009, in Italy, Coca-Cola Light had a Tribute to Fashion to celebrate 100 years of the recognizable contour bottle. Well known Italian designers Alberta Ferretti, Blumarine, Etro, Fendi, Marni, Missoni, Moschino, and Versace each designed limited edition bottles. Pepsi, the flagship product of PepsiCo, The Coca-Cola Company's main rival in the soft drink industry, is usually second to Coke in sales, and outsells Coca-Cola in some
Coca-Cola Life early research findings showed a positive view by consumers toward the drink. The company plans to host 4,000 events at stores where people can sample the drink for free. To help with its advertising and public marketing campaign, the company hired Fitzgerald and Company to develop strategy and promote the product on social media. Coca-Cola began offering the drink to U.K. customers in September 2014. The offering was the first new Coca-Cola product introduced in the U.K. in eight years. In 2016, it was reformulated and now contains even less sugar than regular Coke (45% less). On April 5, 2017,