Sidharthan Rajarathinam’s Post

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

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

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

In the process of developing a fattening milk brand.

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

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

Creative

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.

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

Simple and clear. Suitable for small families