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Article | August 31, 2003
Coca-Cola launches aluminum 'bullet' bottle
Coca-Cola introduced last December two 12-oz Powerade noncarbonated products, Psych and Raize, in heavy-walled, brushed-aluminum bottles from Exal.
Exal makes the sleek containers via an impact-extrusion process. The bottles are dry-offset printed in six colors to create a sophisticated futuristic style. The bullet bottle has a 21/3" (59-mm) base diameter and stands 7 1/5" (183-mm) tall.
According to Exal Silgan provides a 33-mm polypropylene outsert that Exal necks onto the bottle at 150/min speeds. Exal rolls the aluminum over the top of the outsert to create a smooth edge for drinking. The outsert provides the threads that accommodate a roll-on pilfer-proof aluminum closure from Silgan. Silgan ships closures which incorporate a breakaway band for tamper evidence directly to Coca-Cola for hot filling.
Launched into limited distribution in Southern California the Southeast and Midwest Psych reportedly boosts mental performance while Raize aims at improving physical performance. The upscale beverages are designed for hydration and energy needs. Bottles carry a six-month shelf life and are sold only as singles for $1.99.
"The product was designed to stretch the equity of the parent brand outside the traditional sports environment and the sleek brushed metal look communicates the energy proposition" says Scott Williamson senior manager of public and media relations for Atlanta-based Coca-Cola’s North American Division.
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