Coca-Cola Canada is using the Toronto International Film Festival to debut its sleeker, personal-sized aluminum bottle, aimed at young, hip partygoers.
The soft drink company decided to launch the new bottle at the film festival because of the type of audience it attracts, said Dave Moran, director of communications for Coca-Cola Canada.
“What we try and do is target a brand and a package to the occasion and the consumer,” he said.
The 250 ml bottle, which won the Grand Prix for Design at the International Advertising Festival in Cannes last June, was designed by David Butler, vice-president of design for Coca-Cola. The bottle has a clean, modern design in three basic colours red (Coca-Cola), silver (Diet Coke), and black (Coke Zero) with the Coca-Cola script on front. The bottles are made from aluminum, which is said to keep drinks colder, longer.
Currently, the bottles are only available at three Toronto clubs hosting TIFF events, but will be available at high-end nightclubs, bars and restaurants in major markets across Canada over the next few months, said Moran.
