2008 Woodie Awards
Coca-Cola tests aluminum bottle sales at SBU
Brendan Block
Issue date: 5/2/08 Section: Forum
Southwest Baptist University students can count themselves among the first consumers of new 8.5 oz. aluminum Coca-Cola bottles. The University's distributor, Ozark's Coca-Cola/Dr. Pepper, is as of publication the only independent bottler in the Midwest that sells the aluminum bottles in a test marketing effort.
In fact, the aluminum bottle Cokes are believed to only be available in Atlanta, Ga. other than in the Ozark area according to Tom Wilson, cold drink manager of Ozark's Coca-Cola/Dr. Pepper in Bolivar. The bottles are also available at unspecified nightclubs and events around the country in a test marketing effort.
The new form of packaging for Coke is actually a throwback to a time when serving sizes were less, and evokes a traditional image of the product.
"We took the world's largest trademark name and are using what brought us to the dance," said Wilson.
These new bottles do not have ornate graphics on them but have an enlarged trademark wrapping around the bottle and of course the nutrition facts with only 100 calories per bottle for a regular Coke.
The Coke varieties of Coca-Cola, Coke Zero and Diet Coke now jump on the bandwagon of aluminum bottle products started by Anheuser-Busch. In 2005, Budweiser launched the "bottlecan." Since its introduction, sales of aluminum bottles increased 33 percent in 2007.
This success was a catalyst for Mountain Dew and now Coca-Cola to release aluminum bottles.
When I saw the new Coke bottles at the 'CatSnack and Sport's Café, I was a little surprised. Ritzy sports bars are the usual location for aluminum bottles, which equates a prestigious image.
However, after talking to Wilson, he expressed Coca-Cola's interest to find out how young people react to the bottles.
With there being greater regulations in the schools by the American Beverage Association on soft drink companies, the newly packaged Cokes are a healthier alternative since consumption is less.
The only hurdle is the $1.50 recommended selling price.
In fact, the aluminum bottle Cokes are believed to only be available in Atlanta, Ga. other than in the Ozark area according to Tom Wilson, cold drink manager of Ozark's Coca-Cola/Dr. Pepper in Bolivar. The bottles are also available at unspecified nightclubs and events around the country in a test marketing effort.
The new form of packaging for Coke is actually a throwback to a time when serving sizes were less, and evokes a traditional image of the product.
"We took the world's largest trademark name and are using what brought us to the dance," said Wilson.
These new bottles do not have ornate graphics on them but have an enlarged trademark wrapping around the bottle and of course the nutrition facts with only 100 calories per bottle for a regular Coke.
The Coke varieties of Coca-Cola, Coke Zero and Diet Coke now jump on the bandwagon of aluminum bottle products started by Anheuser-Busch. In 2005, Budweiser launched the "bottlecan." Since its introduction, sales of aluminum bottles increased 33 percent in 2007.
This success was a catalyst for Mountain Dew and now Coca-Cola to release aluminum bottles.
When I saw the new Coke bottles at the 'CatSnack and Sport's Café, I was a little surprised. Ritzy sports bars are the usual location for aluminum bottles, which equates a prestigious image.
However, after talking to Wilson, he expressed Coca-Cola's interest to find out how young people react to the bottles.
With there being greater regulations in the schools by the American Beverage Association on soft drink companies, the newly packaged Cokes are a healthier alternative since consumption is less.
The only hurdle is the $1.50 recommended selling price.
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