The new can is the same size as that of an energy drink, like Coke's NOS brand. Blue ice cubes appear on a white silhouette of an old-fashioned soda glass when the drink is cold enough.
Here's what it looks like:
Coke premiered the can this past summer as a 7/11 exclusive, but is now readying it for a wide release.
To clarify, the product is not replacing anything, but is a way of letting Coke sneak their flagship product next to large-can iced teas and highly caffeinated beverages.
Within that context, the cold-can makes sense as an eye-catching gimmick that could lure a customer away from a sugary Arizona Iced Tea drink.
The cold-activation can was popularized by
As FastCompany reported, MillerCoors knew by 2006 that with the rising popularity of craft beers, Coors Light could not honestly compete for best-tasting brew. But the watery, bland beer could somehow become the coldest, and thus most refreshing. The cold-activated can helped MillerCoors achieve this.
The strategy worked. Coors Light is the only top-10 beer in the United States to have consistent annual sales growth for the past seven years.
Now Coke will see if a novelty can will grab more attention in convenience store fridges across the country.