PHUKET was chosen to launch something new and cool on Friday, the Sleek Coca-Cola can.

The Coca-Cola bottle is one of the commercial icons of the 20th century, shapely and distinctive. And the red and white colors that come with the brand have continued to serve it well.

A couple of pretty ''pretties'' and senior executives of Haad Thip, which bottles (or cans) Coke in southern Thailand, helped to introduce the new-look slimmer and taller packaging at Les Anges restaurant, Royal Phuket Marina.

The Sleek look represents a 100 million baht investment in new equipment by Haad Thip, and consumers in Thailand's 14 southern provinces will be the first to see it.

Some of them may even be tempted to taste it because, according to the public relations people, the new Sleek Can offers ''a convenient new packaging choice for more refreshment occasions, especially in major channels such as hotels, pub/bars and restaurants.''

A can of Sleek is definitely the old Coke on a diet, slimmed down to 240 ml of aluminium that apparently ''responds to the dynamic lifestyles of teens and young adults whose need for convenient, 'on-the-go' packaging is on the rise.''

Economies of scale come into it, too, with the cost of aluminium in the process being reduced by 16 percent. Other products, including Coke Zero and Coke Light, Sprite and Fanta, will also be seen in the new size soon.

Aimed especially at those between the ages of 16 and 39, a Sleek is expected to be gulped down about 10 million times across southern Thailand this year.

Haad Thip Director Colonel Patchara Rattakul told the gathering that the can would enable the company to emerge stronger from the present economic downturn.

''We are glad to share our joy with the southern people by offering them an opportunity to be the first in Thailand to enjoy Coca-Cola in the new Sleek can,'' he said.

Vice Governor Smith Palawatvichai was among the audience for the launch. Come to think of it, he, along with everybody there, looked a little taller and slimmer.