COKE SHAPING ROLLOUT FOR CONTOUR CANS

RICHARD TURCSIK

ATLANTA -- Test-marketing of Coca-Cola's eagerly awaited contour cans has begun in five markets, and judging from initial sales results, the new look seems like a hit.

The curvy cans have a tapered midriff and graphics reminiscent of a traditional Coca-Cola bottle. The packaging, developed by Mead Packaging here, showcases the Coca-Cola proprietary shape through unique corner cutouts in six-, eight- and 18-pack configurations.

Scott Jacobson, a spokesman for the Coca-Cola Co. here, told SN that testing of the contour can began in early March in Tucson, Ariz.; Las Cruces, N.M.; El Paso, Texas; San Angelo, Texas; and Terre Haute, Ind., where the contour bottle that has become the brand's trademark was first introduced.

"The primary objective of this test is not really to measure sales, but to see how the new cans are doing as far as using technology and the machines that make them, and to see how they are doing in the marketplace," he said.

"They are not in vending machines yet, but we want to see how they do in warehousing and delivery, stacking in displays, etc. So far, based on what I've seen in a visit to Terre Haute, there haven't been any problems at all," Jacobson added.

While the new cans are being advertised with billboards and television commercials in the test markets, Jacobson said Coca-Cola is not using price to drive the trial.

"We visited a Kroger store in Terre Haute where they have a six-pack of contoured cans for $2.99, and they've got a 24-pack of regular cans -- which is four times as many -- for $3.99," Jacobson said. "Kroger had a display of the contoured cans, but they also had a huge display right near the door of the 24-pack regular cans that were on sale."

Retailers in other test markets noted the contour cans were selling strongly, despite their higher price tags.

"The new contour Coke cans sold very well the first two weeks because of the novelty of it," said Ray Stair, store manager of a Safeway in Tucson, where the contour cans were merchandised on a display. "I think the new cans are enough of a novelty that the consumer demand will be there."

The store manager of a Las Cruces Jewel-Osco store, who did not wish to give his name, said he is merchandising the contour cans via display, with promising results.

"The contour cans are a little bit more expensive than the traditional cans, which we still have, but they are still selling very well," he said.

Retailers in the San Angelo test market said the new cans are holding their own, even though they are competing against traditional Coke cans, which are on feature.

"In our market the contour cans are not a sale item, but at an everyday price," said the manager of a San Angelo Winn-Dixie store, who did not wish to be identified.

"We push a lot of Cokes that are on sale in the 12-packs, but the new cans are doing pretty good, especially since the same product is on sale in a different can," he said.

Jim Nennich, store manager of the Food Basket IGA in San Angelo, has big expectations for the new cans.

"We haven't had any logistical problems," he said. "They are doing quite well and it is a good-looking product. We have high hopes for it.

"The contour cans are still competing against the regular cans, and there are promotional allowances on the regular cans, so they are cheaper," Nennich added. "That taken into account, they are doing well. There is a lot of curiosity about them."

Jacobson said that the test is open-ended, and no decision has been made regarding a national rollout.