In 2001 Coca-Cola Bottling Co Consolidated introduced a new Coca-Cola 12 can package to the US market, the Fridge Pack, and was described in their Annual Report as "the most significant soft drink packaging innovation since the recyclable PET contour bottle', adding that it had created "double-digit growth in multi-pack can sales." The following year the company launched a version of the package for their Dasani water brand and reported: "The addition of the Dasani Fridge Pack contributed to our volume growth in the water category of more than 40% during the year." Consumer Research carried out by Graphic Packaging International revealed that consumers found traditional 3x4 beverage pack formats did not use space efficiently when placed directly into a refrigerator. Consumers therefore generally stored the package elsewhere and transferred a few tins at a time to the fridge.
展开▼
