Food and Beverage Packaging Innovation: Coca-Cola and Other Brands

Topics: Coca-Cola, Soft drink, The Coca-Cola Company Pages: 4 (1239 words) Published: August 12, 2008
Beverage giant Coca-Cola wants to get a little love for its iconic cola drink from the upscale consumer set, so its decided to create and test-market a sleek set of contoured aluminum bottles for its flagship Coke brand. Yes, we said aluminum bottles.

The Atlanta, Georgia USA-based beverage company chose the annual Consumer Analyst Group of New York conference in the Big Apple last Friday (February 22) to introduce the attractive, new 250-ml soda bottles, which come in red, black and silver aluminum. Thus far, the beverage company is offering its regular Coke, Diet Coke and Coke Zero varieties in the red (pictured at left), black and silver aluminum bottles.

A Coca-Cola executive at the conference on Friday said the company is test-marketing the upscale-looking aluminum pop bottles in the U.S., and wanted to introduce them to the influential consumer analysts group as way to get attention and feedback on the new packaging concept.

Coke isn't doing away with its soda cans or plastic bottles. Rather, its test-marketing the aluminum containers as a new packaging option. The beverage marketer also hopes the new, sleek look will attract more younger consumers who are always looking for the next new thing, along with more higher-income, upscale consumers who are into style.

Currently, Coca-Cola isn't selling its snazzy, aluminum-bottled Coke varieties in retail stores. Rather, they have been introduced thus far in select night clubs and bars, and offered for sale at some special events.

The beverage marketer is however selling a version of its fairly new Coca-Cola Blak (pictured at left), a carbonated coffee-cola beverage, in a brown and black colored 250-ml contoured aluminum bottle in France. the aluminum bottle's color is very similar to the color of the carbonated coffee beverage inside.

In 2006, Cocoa-Cola bottled Coke and Diet Coke in similar sleek silver aluminum bottles for its year-long M5 promotion. The bottles, which were made for the...
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