Coke tests custom bottles

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[singapore] Coca-Cola Co. is testing in Singapore, Malaysia and Hawaii a "Style-A-Coke" shrink-wrap system that lets consumers customize Coke bottles bought at selected 7-Eleven outlets. Targeting young consumers already used to personalizing items like cellphones and watches, Coke offers four different sleeve designs at no extra cost. Coke aims to distribute 32,000 shrink-sleeved "Style-A-Cokes" in Singapore during the trial. The "Shrink Tank" technology was developed at Coke's Atlanta headquarters. Coke has a strategic alliance with 7-Eleven. Coke often tests innovations in Singapore, such as a Dial-A-Coke cashless vending machine that allows consumers to use cellphones to buy a Coke and add the purchase to their phone bill. "Singapore is a center for innovation in the Coca-Cola system because of its ability to adapt to and adopt new ideas so quickly," said Tobias Hanbury, general manager of F&N Coca-Cola (Singapore). No advertising is planned but public relations activities are being used. Singapore, Malaysia and Hawaii were chosen as trial markets because of their multi-ethnic populations. Results will determine whether there are further rollouts.
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