Burple was a drink created in the 80's which used it's unique bottle design as a marketing gimmick. The bottle was an accordian-style plastic container that had a small amount of kool-aid-like powder inside. In the store, the bottle was compressed. After a person purchased Burple, he/she would then remove the cap, expand the bottle by pulling on the top and bottom. When fully expanded, the user then filled the bottle with water, replaced the cap, shook the container, and proceeded to drink the refreshing fruit-flavored drink. As one drank the burple, they could then compress the bottle little by little until it collapsed back into it's original state.