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Mexican Coke bottler gets in shape

Coca-Cola's 'true contour' PET bottle is a big success in several parts of Mexico. Promotora blow-molding plant decorates with a shrink label of OPP applied with glue.

Side by side, the true contour (right) has a convex label panel that requires a shrinkable label. The straight-wall contour (le
Side by side, the true contour (right) has a convex label panel that requires a shrinkable label. The straight-wall contour (le

An effortless balance between tradition and innovation characterizes the Mexican Coca-Cola bottler, Sistema Argos of Juarez. Its introduction of Coke's "true-contour" 600-mL bottle of polyethylene terephthalate is one shapely example of this balance.

The true contour bottle replicates the shape of the glass bottle traditionally associated with Coca-Cola throughout the decades. With this innovative use of PET and the Endura(TM) shrink labeling system from B&H Labeling System (Ceres, CA), Coke in Mexico has created a new dynamic shelf presence.

Coke bottlers in the U.S. resisted the "true contour" and produce what's called a "straight-wall contour" (see photo). Coca-Cola de Mexico chose to adopt the Coke-preferred shape. Industry sources contend that new labeling equipment would have been required for U.S. bottlers or blow molders to handle the true contour because of the convex label panel. Argos began manufacturing the traditional shape in August 1994 when its growth forced the construction of a new blow-molding facility.

"We designed our new blow-molding facility to accommodate the true contour from the beginning," says Luis Fernandez, project manager at Sistema Argos. "The result is a cost-effective innovation that differentiates our product on the shelf." Argos is a holding company made up of six Coca-Cola franchises in Mexico that operate seven bottling plants and two bottle molding plants. Each molding plant labels freshly made PET bottles in-line, whether the new contour style or the generic plastic bottle. The Fernandez family and Coca-Cola go back 56 years when Luis Fernandez' grandfather ran a brewery and bottling operation that pioneered new territories for Coke.

Molding round the clock

The blow-molding side of the business, Promotora Industrial, engages both in captive manufacturing and in merchant sale of PET bottles. Coke franchises receive 70% of the bottles produced; the balance is sold to independent soft drink and bottled water manufacturers. Along with the contour, Promotora also makes 2-L, 1.5-L, 500-mL, and 600-mL generic PET nonreturnable bottles, and it also molds plastic beverage crates.

In Juarez, Promotora molds bottles around the clock, seven days a week, producing four million bottles each month. Since customers prefer to purchase prelabeled bottles, a Model 2300 roll-fed labeler and Model 700 shrink tunnel, both from B&H, immediately follow the blow-molder, an SB06/10 six-mold machine from Sidel (Doraville, GA) that makes 110 bpm.

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