Following Up On Developing Trends

March 1, 2006
/ Print / Reprints /
/ Text Size+

Following Up On Developing Trends

While PET bottles have dominated the single serving soda category for years, glass is quietly beginning to enjoy a resurgence in popularity, particularly among brand owners looking to differentiate themselves in a crowded market. We first wrote about this trend in the September 2005 issue of BRANDPACKAGING.
Though PET bottles are the norm in convenience-oriented single-serve beverage packaging, some consumers steadfastly insist that nothing compares to an ice-cold soda in a frosty glass bottle. Now Coca-Cola is offering these purists a nostalgic trip down memory lane.
Coke is test marketing an 11.8-ounce glass bottle with white plastic resealable top in three cities—Chicago, Phoenix and Atlanta. Testing will continue through the end of 2006, according to Coca-Cola spokesperson Scott Williams. Three Coke products—Coke, Diet Coke and Coca-Cola Zero—are being offered in area convenience stores for about $1.
Williams recently told the Chicago Sun-Times: “There are some folks for whom glass is the ultimate way to consume a Coca-Cola. And this combines glass with the convenience of resealability that is also a major plus for a lot of consumers.”
In the recent past, Coke has reserved glass bottles for collectible or special edition packaging. It sells eight-ounce Coke, Diet Coke and Sprite on a limited basis, and glass bottles are still common in international markets. This new offering hopes to combine the convenience of a portable, resealable package with the nostalgia of glass.
Billboard advertising for the new bottles, urging consumers to “Grab it in glass”, supports the new packaging in test markets. BP

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus