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"The soda can represents an evolution in disposable technology and the American way of life. Its portability, storability, stackability, and recyclability reflect a society on the move. Like the automobile, the soda can symbolizes American independence and our cultural preference for convenience packaged in novelty and fun."
—Benjamin Raybourn
For over 130 years, the Coca-Cola Company has become deeply ingrained in American identity.
Its contoured glass bottles and bright red cans give a real sense of classic Americana.
This post dives into key milestones in the Coca-Cola can's 120+ year history from heavy steel to lightweight aluminum.
Coca-Cola introduced canned sodas in 1955.
The soda giant embraced a relatively new packaging format/technology that had gained prominence during WWII but was still unfamiliar to American consumers.
Steel cans.
Despite initial skepticism, cans offered compelling advantages like reduced shipping costs, durability, and convenience.
Through this new technology, Coca-Cola was able to maintain its market leadership and adapt to changing consumer preferences.
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In 1965, Coca-Cola pioneered tests of flat-top aluminum cans.
It was a significant advancement in beverage packaging.
The advantages over steel cans was obvious—including lighter weight, better thermal properties, and enhanced branding potential.
These initial trials proved successful.
Coca-Cola was able to meet consumer needs regarding portability and taste preservation.
Aluminum would become standard in all soda cans—continuing into the modern day.
In 1967, Coca-Cola embossed its iconic glass bottle silhouette onto aluminum cans.
The experiment helped them maintain brand recognition and emotional appeal.
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Coca-Cola also went through various experiments in the 1960s with varied experimental sizes including 10, 12, 16, and 26 oz options.
The company was looking for ideal formats while bottles remained dominant.
It wasn't until 1984—primarily driven by the popularity of vending machines, on-the-go consumption, and competition from Pepsi—that Coca-Cola finally standardized the now-ubiquitous 12 oz can size.
The invention of the pop-top can tab in 1975 revolutionized Coca-Cola's business by eliminating the need for external can openers.
Cans have become the go-to format for on-the-go consumers who do not want to haul a glass bottle around.
This new innovation allowed the Coca-Cola Company to become the number one canned soda producer by the late 1970s.
When plastic soda bottles emerged in 1978, many predicted they would render aluminum cans obsolete due to their:
However, consumers still preferred the cans as the ultimate portable beverage container, as they were great with youth culture and outdoor activities.
Canned soda sales actually surpassed bottles by 1996!
In 2011, Coca-Cola launched groundbreaking interactive cans.
These new cans used augmented reality technology, allowing consumers to access virtual content, mini-games, and social features by scanning the packaging with their cameras.
It was an innovative blend of physical packaging and digital engagement that helped Coca-Cola expand well into the digital age.
Coca-Cola's introduction of skinny cans in the late 2000s and early 2010s represented a strategic response to growing health consciousness—offering smaller 250 ml portions in sleeker packaging.
The new skinny cans continued to offer the brand's iconic visual elements.
The innovative format proved successful.
Young people loved them.
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