Soft Drink Giant To Test Curvy Can In Five Markets Coke’s Shapely New Container Resembles Its Traditional Bottles

The Coca-Cola Co. is confident its new curvy Coke can will be a hit with U.S. consumers, but the soft drink concern plans a test in five markets before taking it nationwide.

The nation’s biggest soft drink maker said last week it will test the red 12-ounce cans early next month in Terre Haute, Ind., and four unidentified markets in the Southwest.

Terre Haute was picked because it was the birthplace in 1915 of the curved Coca-Cola bottle that inspired the contour cans.

If the curved can becomes a hit, it could boost demand for aluminum can stock produced at Kaiser Aluminum Corp.’s Trentwood factory and other manufacturers. Trentwood produces sheets of thin aluminum for American National Can and Ball Metals, who, in turn, produce beverage cans for Coca-Cola, Kaiser spokeswoman Susan Ashe said.

Coca-Cola declined to give the exact date of the test or identify the four Southwestern markets. The test only involves the flagship Coca-Cola brand.

“The can is fun to hold, and it’s not like anything else in the marketplace,” spokesman Bob Bertini said. “It differentiates Coke from any straight-wall cans.”

Despite its success with contour plastic bottles for Coke and diet Coke, Bertini said the company isn’t ready to go nationwide with the curvy can. He said the company wants to know more about factors like how many cans should be packaged together, price options, handling and distribution.

“We have a way to go before we can consider commercialization,” Bertini said.