In a short UK trial, Coca-cola are removing the labels from Sprite bottles to help simplify the recycling process. These new trial bottles will feature an embossed logo on the front of the pack and laser-engraved product information on the back.
Coca-Cola’s European vice-president of marketing, Javier Meza, said: “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.”
The aim of this trial is to make Sprite bottles easier to recycle and to reduce the use of packaging materials. However, it will also provide a test for the strength of consumers’ recognition of Sprite’s bottles, with branding on labels a key way to stand out on-shelf.
This is so interesting and so controversial – endless blogs and LinkedIn posts have followed the announcement. Generally, the tone has been negative. We absolutely give kudos to the team from Coca Cola for trying this and at worst it will be a fabulous real-world test of the value of their packaging/identity. Only a great brand could try this with any meaningful purpose. We wish we could see the detailed data as it emerges. Our opinion is that they will revert to a green label soon enough, but what do we know!
The choice complexity of shopping; the challenges of navigating c.45000 products in c.45 minutes with a target of only c.45 of them ending up in a trolley; or of standing out in a fridge in a convenience environment in the micro-seconds someone takes to choose a beverage; alongside a general level of habit, disengagement and, frankly, boredom we all have with shopping makes us feel that the green label can only support a consumer’s attempts to find a product that meets their needs. Maybe, as the only brand without a label it will counter intuitively stand out… maybe… but does it deliver the long established and invested in symbolism and equity of the brand? Does it help a consumer, who uses less than a second at shelf, to select a beverage to choose Sprite… Let’s see.