Cook coal designed a plastic bottle to sell more soda

Mcwhorter surveyed consumers, who indicated that they preferred control bottles over straight walls with a five to one margin.

The younger consumers saw the bottle as modern and different, while the elderly who remembered the shape are linked to quality. The consumer’s interest is confirmed, IVESTER only wants a replica of plastic glass, but a much larger version. Over the years, Coca -Cola increased steadily of fountain drinks. The big soda now stood in 20 ounces, which is 4 complete ounces greater than the previous repetition. “We were really training consumers at the time to drink more and more,” says Mcwhorter.

He did not have to impose fees on consumers much more because the profit margin in fountain soda was much higher than bottles and cans. The huge fountain soda paved the way for the company to reshape consumers slowly, but steadily, which creates a thirst between Americans for larger quantities of soda, through every type of packaging.

“Consumers have just requested great,” explains MCWHORER. “They did not know if he had 16 ounces or 20 ounces in it. For us, thinking was,” we sell more, make more, so let’s make a size. “

IVESter Mcwhorter orders finding a way to make a 20 -ounce plastic bottle -like glass 6.5 ounce without prejudice to the integrity of the design.

But the scaling seemed expensive. For one reason, the bottle manufacturers need to use additional plastic to give the winding bottle added. Also, irritating bottles cannot be detonated by straight speed. Smile bottles on filling lines. Bottles tried them by pumping them in only 10 percent of the liquid that it usually fills in one day. The packing equipment can cost glass between one million dollars and $ 2 million. However, the rewards were unconfirmed, and the last Cokee record was not reassuring.

IVESter recently pushed only glass boats to reach a clear sugar -free soda aimed at competing with a colorless pure Pepsi. It was called Tab Clear and IVESTER for reporters that the product will be marketed for what it is: a study in contradictions. About a year after the launch of Tab Clear, Goizueta was hinting that the product had died.

“We used to go to an environment in which bottles of bottles said:” Yes, we have seen all this research from the company about the magnificence of things. We have done all this work, but this does not bear fruit. “

To beat the bottles, Evestter knew that he needed to put his money as his mouth was. He said to them: “Cook coal will lend you money to convert your lines.” “If you implement the marketing plan Susan and her team that gives you and does not meet the targeted numbers, I will forgive those loans.”

IVESter was taking a gamble. Coca-Cola plowed tens of millions of dollars in adjusting the bottles lines, which means that the amount of soda that it sold is required to jump significantly to cover the added costs.

In January 1993, Coke launched a plastic dawa bottle in the test markets in Alabama and Tennessee. Sales jumped 25 percent. “For more than 75 years, our dysk bottle design was the unparalleled symbol,” Evestter said at the announcement of the launch. “The new 20 ounce package maintains this heritage with the convenience of a recyclable plastic package to the consumer today.” The company told the plastic contour bottle “will invite consumers to drink more Coca -Cola, often and greater sizes.”

The Wall Street Journal rejected the bottle as a “way of marketing fraud”, in an article entitled “New 20 ONGUNCE, the plastic release tries to be nostalgia at the same time.” It is not surprising, Pepsi distorted the bottle, and told the magazine: “The most nostalgia, the more advanced Pepsi, the more advanced, from the viewpoint of the image.”