The cap is 25% slimmer that the current 20oz bottles and 27% more eco-friendly because it greatly reduces the footprint. This design is 65% more collapsible than the current bottle encouraging more recycling due to ease in transport. Environmentally conscious people can easily collapse the bottle, carry it around until the can recycle.
The design is brilliant. The bottle looks futuristic, stylish and luxurious. Packaging is extremely important to brand so this would be a giant step if Coca Cola considered this. However, it would be a step in the right direction and with some heavy marketing Coca Cola can use this to position their product and company as 100%. I would be more loyal to Coca Cola for that simple fact.