“ Consider the aluminum contour bottle, first introduced in 2005 and released again in a limited edition set of eight created by Chinese designers as part of the company’s Olympics marketing. From a branding perspective, it is a sexy update of the classic glass bottle that feels more modern but is less expensive to produce. From a user experience perspective, the can feels colder than a bottle and also has a re-sealable cap. And from a sustainability perspective, the aluminum bottle is manufactured using recycled material and is itself recyclable. Similarly, a new family of sleek, sculptural coolers gives the brand a bold presence, but also boasts a more ergonomic door handle, LED lighting, and other technologies that reduce energy usage by 30% to 40%.
