Coke invest a lot of money supplying fridges to customers in the route trade. But over time they have the problem of keeping the competition out of their fridges.
This is a nice little visual device which at least gives Coke some ownership and provides a bit of last minute advertising before the brand choice.
You wonder what other brands could look at a unique and innovative pack shape that's different to the rest of the category which they could take ownership of over time. Cigarettes? Tomato sauces? Shoe boxes? Milk? Politics? (Kim Beazley gave it a go and failed but has since relaunched)
Kim Beazley's new Super-Sized pack shape. Free toddler with every purchase.