Creativity in a bottle

Being practical is not all that matters in packaging of soft drinks, as a boldly innovative bottle can boost the image of a brand remarkably. Coca-Cola Magyarország introduced the aluminium bottle last year with the intention of giving the product a distinctive and exciting look. As the target group is the “opinion leaders”, the product is sold in selected clubs and at selected events, for a higher than usual price. The bottle allows mixing of two drinks, as it only contains 0,2 litres of Coke in a volume of 0,25 litres. All kinds of drinks can be poured into the bottle to create drinks like Cuba Libre. Though the shape of the bottle is much like the 1916 design, it is made of aluminium, with luminescent UV paint, which makes it unique, especially when glowing in the dark. Five design agencies had been appointed to create aluminium bottles for their own continents. The different versions appeared in succession, presenting collectors with a challenge. The primary designs have also been decorated in styles of leading pop music groups, linking the product to music and cyberspace.