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Coca-Cola turns to packaging to boost beverage sales

09-Jul-2009

Coca-Cola hopes that packaging innovation will help to differentiate its products and drive sales in the highly competitive US carbonated drinks market.

The company is experimenting with a range of new packaging formats, including aluminum, to combat falling sales in the US market for carbonated soft drinks.

It’s a journey we’re on, and, frankly, I think we’re early into the journey,” said Ralph Kytan, vice president of Coke’s North American bottling operations, told The Atlanta Journal-Constitution. “Package diversity is about matching up the benefits of the package with the needs of the purchaser for the occasion they’re buying for.”