Brand Packaging

Following Up On Developing Trends

March 1, 2006

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