In an innovative trial, Sprite has taken a bold step by removing labels from the front of its bottles, aiming to make them stand out in a competitive market. During the pilot program, 500ml Sprite and Sprite Zero bottles will feature an embossed logo on the front, with product and nutritional information laser engraved on the back. This unique approach, being tested in eight Tesco Express locations in the UK until March, is a significant shift from #traditional packaging. The company asserts that despite the #recyclability of the current labels, their removal simplifies the recycling process, reducing the use of packaging materials. Javier Meza, VP of Marketing at Coca-Cola Europe, stated, "This trial is a milestone for the industry, using label-less, single-unit bottles, contributing to potential long-term changes in how brands connect with consumers #globally." The Coca-Cola Company's commitment to maximizing the #Sprite brand's potential is evident in this unified worldwide drive. Last year, Sprite experienced substantial increases in household penetration globally, according to #Kantar data. This trial represents a novel approach to marketing and consumer #engagement. Notably, this isn't the first time Coca-Cola has experimented with label-free bottles, having conducted trials in Asian markets like #SouthKorea and #Japan. The company introduced label-free bottles for its #Switzerland water brand Valser in September 2022. This move aligns with a broader industry trend, as seen with Danone-owned water brand Evian introducing label-free bottles in the past. This forward-thinking trial by Sprite exemplifies the brand's commitment to #sustainability, innovation, and potential long-term shifts in marketing dynamics. #sustainability #marketingtrends #newmarket #brandvalue #environmentfriendly #customerexperience #forwardthinking #globalmarkets
Sidharthan Rajarathinam’s Post
More Relevant Posts
-
Startup Advisor | Lawyer |Digital Marketing & International PR Specialist| Advocate for Human Creativity Talks about #startups
Sprite gets “naked” in the UK as part of a new trial. ♻️ Coca‑Cola is temporarily removing the labels from its 500-mL Sprite and Sprite Zero on-the-go bottles in a favor of a trial of label-less packaging. Laser-engraved product and nutritional information will appear on the back of the pack. According to Javier Meza, VP Marketing, Coca‑Cola Europe: “ Although the design change may sound simple, this is a big shift from a marketing perspective. This trial could contribute to longer-term changes to the way brands communicate with their consumers.” While the trial aims to simplify the recycling process of Sprite bottles and reduce the amount of packaging materials used, it will also test the effectiveness of Sprite’s branding on labels to stand out on shelves. In my opinion, this is a very good example of how a brand should #communicate with its #audience. Their message is clear and it alligns to their values on finding solutions to be more environment friendly . Do you know other #brands who previously released a line of free-label bottles ? Photo credit: The Coca-Cola Company
To view or add a comment, sign in
-
What do you think about this trial from Sprite? 🫵🏼🍋🍹 I think it’s an interesting move🤔 but what about the environmental impact of the plastic bottle as well as the lack of nutritional info, barcodes etc… Also very interesting from a brand identity perspective! 👀 #sustainability #marketing #packaging #packagingdesign #sprite #branding #brandidentity
This is not the first time the Coca-Cola Company has trialled scrapping labels on its drinks. Trials of label-free Coca-Cola have been run in Asian markets, including South Korea and Japan. In September 2022, the company launched bottles of its Switzerland water brand Valser without labels. https://lnkd.in/eB9aRcTw
To view or add a comment, sign in
-
Who would have thought that Coca-Cola started as a medicinal coca-infused wine? 🌱🍷 Its journey from pharmacy shelves to global icon is a sign that just because you started one way doesn't mean that's all you'll ever be! 🥤 Coca-Cola's Brand Evolution 🥤 Did you know Coca-Cola started as a non-alcoholic version of French Wine Coca? From patent medicine to global beverage icon - talk about brand transformation! 👨🔬 Created in 1885 by an Atlanta pharmacist 🧪 Initially marketed as a cure-all 🌍 Now a worldwide symbol of refreshment Branding Takeaway: Your brand can evolve! Start with a clear vision, but be ready to adapt and grow with your audience. Coca-Cola's journey shows the power of flexible, consumer-focused branding. What's your favorite Coca-Cola product? Comment below! 👇 Follow @OG_BrandingAgency for more brand histories and strategic insights to elevate your brand! 🚀 #BrandEvolution
To view or add a comment, sign in
-
Well, there are some things I do not need to understand. Things are getting worse, not better. Danone somehow you need to improve your packaging of your topseller Activia. I am pretty sure this is the worst option… #notgreen #mogelpackung #packaging
To view or add a comment, sign in
-
The Coca-Cola Company strips labels from Sprite on-the-go bottles in trial of ‘label-less’ packaging! Yeah, you read that right. Coca-Cola is piloting a limited rollout of 500mL Sprite and Sprite Zero “on-the-go bottles” without any labels in the UK. The initiative follows the beverage giant's move to improve bottle-to-bottle circularity by switching the bottle colour from green to clear. Traditional wrap labels will be replaced by an embossed logo on the front, with laser-engraved product and nutritional information on the back. This could be the first, baby steps to a label-less world, especially for categories that use PET bottles. This trial aims to make Sprite bottles easier to recycle and to reduce the use of packaging materials. If this happens, design becomes more critical than ever before. The shape, the form, substrate colour, touch and feel will play key roles in distinguishing one brand from the other. Sensory marketing at play. https://lnkd.in/dg9cznv7 #circularity #sustainability #petbottles #packaginginnovation
Sprite scraps labels from bottles in new trial
marketingweek.com
To view or add a comment, sign in
-
Creative
We’re excited to launch our innovative packaging solution, The Fruit Pillbox, designed to encourage consumers to eat a kiwifruit a day! Inspired by pillboxes that remind people to take their medicine and supplements daily, The Fruit Pillbox - which is being trialled at FairPrice Group retailers in Singapore, is crafted from recyclable material and features seven compartments labelled Monday through Sunday, each containing a delicious Zespri SunGold kiwifruit. The packaging has been created following research carried out in Singapore which found 93% of residents surveyed want to eat more fruit, but a third don't because they simply forget 🥝
To view or add a comment, sign in
-
The #softdrinksmarket in Europe has been evolving in recent years, marked by #healthier and more #sustainable consumption trends. Giants such as The Coca-Cola Company and PepsiCo continue to dominate with their classic brands, but there is a clear demand for low-sugar options with more natural ingredients. In 2023, the value of soft drinks sales in Europe was €56 billion, showing the strength of this sector. In addition, companies such as Red Bull continue to lead the energy drinks market with impressive global sales figures in excess of €7.9 billion. At the #bottledwaterlevel, brands such as Danone's, evian and Volvic are key, with sales forecast to potentially exceed €26 billion in Europe by 2024. Companies have focused on #productinnovation and sustainability, responding to the new demands of consumers, who are looking for healthy and eco-responsible products. Brands such as Coca-Cola and Pepsi have launched sugar-free versions and are adopting recyclable packaging to improve their carbon footprint. However, recent history also includes interesting moves such as the dispute between Nestlé and Coca-Cola over #Nestea . Since 1991, the two companies had a #jointventure for the marketing of the tea brand, but in 2017 they decided to end their collaboration. This agreement allowed Coca-Cola to take full control of Nestea in some markets, while Nestlé chose to #restructure its beverage offering in Europe. This situation not only highlights the #competition in the sector, but also the #dynamism that is driving companies to adapt their strategies to survive and thrive in an ever-changing market. The market, of course, continues to change. The brands that are best able to adapt to these new demands for #healthy, #sustainable and #convenientproducts are the ones that will set the pace in the coming years.
To view or add a comment, sign in
-
Marketing & Business Development | 📕 Wasteless Marketing | Sustainability Leader (CISL) | Podcast Host | Guest Lecturer
Taking risks, especially a calculated one with a good cause, should be championed, like this trial from The Coca-Cola Company to remove labels from Sprite bottles (in the UK for specific locations and periods only). Theoretically, this will cost the company something: ⛔ Removing the brand's distinctive asset (the green colour) makes it less likely for customers to locate the brand on the shelves. Most shoppers who don't know about the change may switch to a different brand if they can't find the product. ⛔ By removing the distinctive green colour from the bottle, would that change customer's perception and taste of the product? However, ✅ Communicating the change with a clear rationale definitely helps. ✅ And leading change towards a sustainable solution should be saluted. This is what most companies are now trying to figure out, balancing customer experience and sustainability, knowing full well that it will impact their revenue. ☕ Starbucks now accept reusable cups for drive-thru in North America, even though that will increase service time, disrupt the operational workflow and reduce the speed at which customers can move on quickly from the drive-thru, which is the point of it. (See this fantastic article by Gad Allon: https://lnkd.in/gc4yMPwq) But that’s the point of purpose, it will cost you something. And that's the point of being responsible, to operate the business and minimise harm where possible. #sustainability is a global challenge, and it needs everyone to be involved, the companies, the governments and the customers. So, bravo to The Coca-Cola Company for the trial, and many other companies with the same initiatives, and let’s hope that it works out well, with enough support from the customers, as we all are becoming more conscious of our actions. So we can move towards more sustainable world. https://lnkd.in/g2hzc9GK #productpackaging #sustainabilitymarketing #sustainabledevelopment #marketingeffectiveness
Sprite scraps labels from bottles in new trial
marketingweek.com
To view or add a comment, sign in
-
Simple and clear. Suitable for small families
We’re excited to launch our innovative packaging solution, The Fruit Pillbox, designed to encourage consumers to eat a kiwifruit a day! Inspired by pillboxes that remind people to take their medicine and supplements daily, The Fruit Pillbox - which is being trialled at FairPrice Group retailers in Singapore, is crafted from recyclable material and features seven compartments labelled Monday through Sunday, each containing a delicious Zespri SunGold kiwifruit. The packaging has been created following research carried out in Singapore which found 93% of residents surveyed want to eat more fruit, but a third don't because they simply forget 🥝
To view or add a comment, sign in