Thirsty beachgoers in Colombia got an unexpected thrill last summer: Coca-Cola packaged in botellas de hielo—ice bottles. Rather than the usual glass or plastic, each bottle in this campaign was made of microfiltered water that had been poured into silicone molds, frozen and delivered to beachside beverage stands, where they were filled with Coca-Cola. Charmed consumers bought 265 ice bottles an hour during the promotion—12 times more than usual—even though each bottle cost almost double the standard price of a Coke. But that makes sense: an ice bottle can’t last forever.
An ice surprise