Coca-Cola Co is testing new proprietary bottle for Dasani in Florida (photo). Bottle is 24-oz PET; features tapered neck with molded, stylized "S," same as in "Dasani" logo. Below neck is handgrip with vertical flutes. Used for single-serve, immediate consumption.
Background. Before Coke launched Dasani in 1999, word was that company planned use of proprietary bottle. Instead, however, company introduced Dasani in "bolt" bottle which is also used for some of Coke's flavor CSD brands like Barq's plus non-carbs like Fruitopia and Minute Maid lemonade. However, Coke may now be considering use of more proprietary packages. In addition to test of new Dasani package, Coke will likely debut new proprietary package for Fruitopia next year.
Issues. Coke executive notes trade-offs re proprietary packages. Says distinct packages help establish and build a brand's equity and identity, "but it's harder for the bottlers to run (multiple packages)." Coke vs Pepsi systems. Pepsi system uses "swirl" PET bottle for nearly all its CSD and cold-fill non-carb products, including Pepsi, Diet Pepsi, Mt. Dew, Aquafina, Fruitworks, etc. Coke bottlers use: contour bottle for Coke trademark products; "dimple bottle" for Sprite line; and bolt bottle for flavored CSDs, cold-fill non-carbs and Dasani.
Aquafina label change. Pepsi plans redesign of Aquafina label. Currently, label graphics utilize blue opaque background. Change would keep blue background, but blue would be translucent. New label graphics debut in June.
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