Open Sprite, Get Ice – A New Product from Coca-Cola

In another attempt to extend their brand, Coca-Cola (NYSE: KO) is planning to release a new product called Sprite Super Chilled in the U.K. in early 2008 (according to The BrandWiki and Marketing Week).  Apparently, the innovative new packaging actually creates ice upon opening. 

The bottles would need to be stored in special, “purpose-driven” vending machines, so the Sprite Super Chilled stays at a specific temperature prior to purchase.  When the customer twists the cap to open the bottle, the new technology utilized in the packaging will trigger a mechanism inside that creates ice, so the Sprite Super Chilled won’t be diluted.

The Coca-Cola company plans to target the urban youth demographic with Sprite Super Chilled.  If the product is successful, Coca-Cola will roll the technology out to its other products in the carbonated soft drink category.

Frankly, this technology seems a bit too odd for me.  I’d definitely need to understand more about it before I would try a Sprite Super Chilled.  My first question is, what the heck is in that bottle or drink that instantaneously creates solid ice?  My second question is, why do I need a soda bottle that I get from a vending machine to magically create ice?  I can get a cold Sprite out of just about any regular vending machine, and usually, those Sprite bottles are just cold enough without any added ice surprises. 

I think Coca-Cola might have to overcome some initial uncertainty and wariness by consumers for Sprite Super Chilled to be a success.  What do you think?  Would you try Sprite Super Chilled?  Do you think many companies/vendors will invest in the special vending machines required to sell Sprite Super Chilled?  I wonder if Sprite Super Chilled will cost more than a regular Sprite due to the new technology and vending machines.