Success Story: Strikingly slender

For its Sleek Can Ball Packaging Europe received the 2005 Metal Packaging Manufacturers Association (MPMA) Award for softdrinks. Coca-Cola started market launch.

This slender and unique container shapes help beverage producers to both differentiate and position their brands on the market. The Sleek Can has the normal 330 ml filling volume, but is some 30 mm taller and therefore significantly slimmer in shape than the standard beverage can.

"Trendy and stylish", or "elegant" were the spontaneous opinions expressed by the consumers surveyed about the shape of the Sleek Can.  "It is easy to hold and convenient to grip", is the assessment. The Sleek Can makes a positive impression. Its slender shape visualises the trend towards low-calorie beverages.  That makes it ideal for low-calorie and wellness drinks. 

Coca-Cola uses the Sleek Can to more specifically differentiate its brands: Starting in April 2005, the beverage company will be selling familiar products in the new container in France.  The brands Coca-Cola cherry, Coca-Cola vanille and Coca-Cola caffeine-free are to be filled in the new can.