Coca-Cola Hands Its Fans New Bottles to Hold Onto

For most of us, the shape of a 2-liter bottle is something we take for granted. For Hendrik Steckhan, head of carbonated soft-drink brands for Coca-Cola North America, the shape is a problem. Coca-Cola should not be in the same 2-liter bottle as every other brand, he said. “When you think about this, it just doesn’t make sense,” Steckhan said. Faced with a nagging decline in North American sales, Atlanta-based Coke and its bottlers are turning to packaging as a key way to set their products apart and try to generate fresh appeal.

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