Call it Coca-Cola cool. In European nightclubs this summer, Coke rolled out bright aluminum cans shaped like its iconic bottles and bearing colorful designs. Coke plans to bring the cans to the U.S.
as part of a drive to convince influential 20-somethings that Coke is cool.
Initially, only five designs will be released, and they will be changed every few months. A three- to
five-minute online film will accompany each launch.
Coke hopes the containers, available only at select trendsetting venues, will become collectors' items.
Coke's Classic brand
has gone clubbing before. In 2002, Coke invaded New York venues to introduce energy drink-like slim cans, which had the benefit of lower volume and higher cost than regular 12-ounce cans.