Virgin Cola’s “The Pammy” Bottle
Pamela Anderson-Associated Packaging
Forgotten Food & Drinks · 1996–1999
Archived on
Region
United Kingdom
Associated With
Virgin and Cott Corporation - joint-venture partners
Defining Feature
A Pamela Anderson-associated contoured cola bottle
Status
Unresolved - final withdrawal date not established
Overview
Virgin Cola’s “The Pammy” was a Pamela Anderson-associated bottle launched in London in February 1996.
Virgin unveiled it at a London event on 9 February, and British shops began selling it three days later. The launch version was a 500 ml plastic bottle of fizzy pop.
Its later story is fragmentary: Virgin Cola France announced Pammy-like bottles for Pulp in 1999, while an auction catalogue later described a glass example.
Why It Mattered
At the shelf, a Pamela Anderson-shaped cola bottle made the container itself part of Virgin’s pitch. Its contour and “The Pammy” name turned a routine soft-drink purchase into conspicuous brand imagery before the cap was unscrewed. Virgin Cola France’s 1999 plan to adapt similar bottles for Pulp suggests the company saw the shape as reusable brand language rather than solely a one-off package.
Launch and British Sale
- Virgin Cola began in 1994 as a 50/50 joint venture between Virgin and Cott Corporation.
- Virgin launched the Pamela-shaped bottle at a London event on 9 February 1996.
- The Independent reported that The Pammy went on sale in Britain on Monday 12 February 1996.
Bottle Versions
- The Independent described the February 1996 launch product as a plastic, throwaway 500 ml bottle of fizzy pop, priced at 49p–59p.
- The approved photograph shows a sealed 375 ml glass bottle taken in 2009; its relationship to the 1996 plastic version is not established.
- Captured reporting links Richard Branson to the Pamela Anderson concept, but does not identify a sole industrial designer, manufacturer or bottler.
Later Reuse and Endpoint
- In 1999, Virgin Cola France announced plans to use Pammy-like bottles for Virgin Pulp in French supermarkets and hypermarkets; retail distribution is not confirmed.
- A 2023 auction catalogue described a sealed May 1997 glass Pammy bottle, but its edition, date and material remain the auctioneer’s description.
- Asda discontinued Virgin Cola in Britain in August 2009, but this does not establish a final withdrawal date for The Pammy format.
Sources & Records
AG Barr / Britvic merger inquiry: final report appendices and glossary
Summarises Virgin Cola’s 1994 Virgin–Cott joint venture, later UK manufacturing licences, declining supermarket distribution and Asda’s August 2009 withdrawal. Supplied screenshot 07b7df6477db4d908634f8f55c7d0de3 inspected (not a fresh website visit): PDF page 79 of 81 (file position; label 79): PDF file page 79 of 81, printed Glos-2. This glossary page defines terms including consumers, CSD, customers, direct sales delivery, discounters, dispenser, diversion ratio, EBITA, energy drinks, EPOS, fixture space, FMCG, fruit juice, gondola end, grocery retailer, grocery store and grocery wholesaler. Limits: Legible glossary page only. It contains no Virgin Cola, Pammy, Pamela Anderson, bottle-manufacture, retail-placement, fridge-exclusivity or regulator-case finding. Supplied screenshot fada495735824e9486e1342af1a883be inspected (not a fresh website visit): PDF page 80 of 81 (file position; label 80): PDF file page 80 of 81, printed Glos-3. The glossary defines, among other terms, impulse, joint business plan, multiples, off-trade, on-trade, private label, promotional calendars and promotional space. It expands OFT as Office of Fair Trading. Limits: Legible glossary page only. Defining OFT does not evidence an OFT inquiry involving Virgin, Coca-Cola, fridge exclusivity or Pammy. Supplied screenshot 860aef3d967d432cae8c6619193bcd7d inspected (not a fresh website visit): PDF page 81 of 81 (file position; label 81): PDF file page 81 of 81, printed Glos-4. The final glossary page defines Sainsbury’s, SKU, SLC, soft drink, soft-drinks producer, still soft drinks, take home, TCCC, Tesco, the guidelines and Whitbread. Limits: Legible final glossary page only. It supplies no Pammy-specific historical, physical-format, production, distribution or competition-proceeding evidence.
Carbonated drinks undertakings
Records 1993 undertakings barring Coca-Cola and Britvic from enforcing cabinet and outlet exclusivity; it predates Pammy and is not a Virgin-specific inquiry.
Mine’s a Coke – no, make that a Pammy
Reports that Virgin Cola – the Pammy went on sale in February 1996, giving a 500ml price range and comments attributed to Virgin’s Jackie McQuillan.
Virgin’s Pammy gives whole new meaning to being a bottle blonde
Dates a London launch event to February 1996 and identifies the Pamela-shaped bottle as The Pammy.
Virgin Cola withdrawn from news chain
Reports Virgin Cola’s withdrawal from Martin’s 780 UK shops in March 1995 and retailer comments that it had to be kept outside Coca-Cola fridges.
Virgin launches Pulp to take on Orangina
States that the Pammy-shaped bottle had first been used for UK cola in 1996 and was planned for Virgin Pulp in French supermarkets and hypermarkets in 1999.
Rare Virgin Cola ‘The Pammy’ limited edition glass cola bottle – still full and sealed
Provides photographs of a sealed Pammy bottle described by the auctioneer as dated May 1997; its material, date and edition remain seller-side catalogue claims pending label inspection.
Gallery
Credit
Mike v k
Licence
Historical Ephemera
Displayed for commentary, criticism, research and historical documentation where permitted by applicable law. No permission for reuse is granted.
Caption
A 375 ml glass Virgin Cola Pammy bottle photographed in 2009, with the curvy design made for the Pamela Anderson tie-in.