As managing editor of Coca-Cola Co. is going to test some of its products in aluminum bottles next year, according to this report on Brandweek.com.
According to the report, aluminum bottles "offer enhanced graphic capabilities and the ability to keep beverages colder, albeit at a cost. They cost roughly three times that of glass."
But, the premium packaging has its benefits. "The bottles stay colder longer and look cool as hell," said Michael Sands, the former Snapple CMO who was the first to introduce an aluminum bottle in the U.S. Mistic Re Energy launched in 2002 and Snapple Elements followed in 2003.
I tend to notice premium packages when I'm out shopping, but I can't remember the last time I bought a product because it came in a package that can be described as "cool as hell." But I don't blame Coke for trying new packages in an attempt to stand out on store shelves.