W5778-lo Certainly, the most unusual can we display at The World of Coca-Cola is the experimental steel can that was developed in the early 1940s. This cone-style can, resembling an oil can or early beer can, was designed to make Coke more portable for picnics and other outdoor socializing. The testing was discontinued with the outbreak of World War II and the need to use metals for the defense industry.Because the can was never marketed, it is one of the rarest and most valuable packages in the Company collection.Eventually a new design for cans was created and introduced to the American market in 1960.