On a scorching summer day, a celebrity opened a bottle of ice-cold Coke, tilted their head back to take a sip, only to find the cap blocked their way, forcing them to use both hands to reach the drink. The influencer, furious, tried to twist the cap off, but accidentally spilled the drink all over their clothes. This TikTok video isn't the only example of dissatisfaction with Coca-Cola's new design.
New EU regulations on bottle caps and bottles to take effect in July
Bottle caps are a common source of plastic litter on beaches, potentially killing animals such as turtles, seabirds, and dolphins. The European Union passed the Single-Use Plastics Directive (SUP) in 2021, calling for a reduction in plastic use and requiring beverage companies to modify beverage packaging by July 2024 so that bottle caps can be recycled along with plastic bottles. European soft drink companies initially resisted the regulation, criticizing it as increasing plastic use and production costs. However, Coca-Cola relented, launching its new bottle cap-integrated packaging in 2022.
Coca-Cola has pledged to "World Without Waste" and will recycle or reuse every bottle and can sold by 2030. The company said the cap-on-bottle design is a significant milestone in its commitment. Agnese Filippi, country manager for Ireland, said this small change could have a significant impact, putting every cap into the recycling system.
Leading Coca-Cola with a variety of creative designs to save you from worries
Consumers have had mixed reactions to the new design. The Wall Street Journal (WSJ) reports that some complain about the cap hitting their faces, while others call it the worst design ever. British podcast host Benny James called the design annoying and said he now drinks canned beverages. Even though the caps say "I am attached to recycle together," the effect isn't great. Consumers, confused by the design, have tried to twist the caps off, prompting one netizen to say, "I'm attached to get in the way!" Still, many consumers welcome the design, agreeing that it makes it easier to lose the cap. In fact, the EU doesn't mandate a specific design. A Swiss mold maker has released the EasyCap, which features a longer cord connecting the cap to the bottle. By holding down the cord with one finger while drinking, the cap won't keep hitting your nose.
Seeing new business opportunities, Alpla launched four new cap designs: RELAX, SOUL, DANCE, and JAZZ. For example, the SOUL cap can be bent back up to 160 degrees, with a small plastic tab snapping onto the threads to prevent any obstruction while drinking.
Swiss company Corvaglia has also launched three designs, one of which can fix the bottle cap at a 180-degree opening angle without interfering with drinking or pouring, and another that can be opened beyond 180 degrees for greater convenience. Mineral water brand Crystal Geyser has also launched the EZ Open Cap, which can be flipped back and locked with one hand.
References：
* Euronews (May 25, 2024),A new tethered design for plastic caps on drinks bottles has some consumers in a huff, but what’s behind the move?
*可口可樂（Coca‑Cola），Coca‑Cola introduces plastic bottles with caps attached across the island of Ireland to boost collection and recycling
*The Wall Street Journal (May 16, 2024),Coke’s Attached Bottle Caps Keep Hitting Soda Drinkers in the Face
*packaging insights（2021/7/15），Alpla equips Vöslauer water bottles with “dancing” tethered cap for EU SUPD compliancy
*ALPLA（2020/4/9），Tethered caps: firmly attached to the bottle
*ALPLA（2021/7/14），Vöslauer brings a tethered cap to the market
Sources: Environmental Information Center
