Coca-Cola invites consumers to customize bottle labels in iconic logo swap out
14 Jan 2021 --- Coca-Cola is replacing the iconic logo on its aluminum cans and plastic bottles with a series of “inspiring” resolutions in an “Open To Better” initiative for the year ahead.
Available from January 1, Coca-Cola customers can customize their beverages online, filling in on-pack phrases such as “I will never ____ without you again” or “This year I will ____.”
“Being ‘Open To Better’ means you have to open up about doing better,” states the company, “which is why Coca-Cola will turn each pack into an opportunity to admit what we can improve upon, reach out for help or commit to lasting changes.”
The limited edition beverages are available across the Coca-Cola Original Taste, Zero Sugar and Diet Coke Coca-Cola Light brands in the UK, the Netherlands, Germany, Belgium, Luxembourg, Finland, Norway, Ireland, France, Sweden, Denmark, Austria, Switzerland, Turkey, Kazakhstan and Kyrgyzstan.
A Coca-Cola Netherlands spokesperson tells PackagingInsights: “We wanted to have as many personal resolutions and messages from Dutch consumers as possible.”
The Dutch phrase reads: “I’ll never finish a series without you again.” “Therefore we did research in the Netherlands, asking consumers whom they would send a personal message to share their personal resolutions and also some resolutions they would like to receive.”
Interactive packaging brings consumers together
The Open To Better initiative’s ambition is to “give people a chance to share positive messages with friends and family for the new year.”
“In 2021, we felt the most powerful canvas that Coca-Cola could use is its own packs to send messages of hope and optimism as we start a new year,” says Coca-Cola marketing manager Margreet van Staalduijnen.
“We have all experienced a lot of hardship this year, but simple gestures, behaviors, commitments and kind words might be all it takes to be open and hopeful for better times ahead.”
Throughout these tumultuous past few months, there have been various interactive packaging examples to keep customers entertained and uplifted while increasing brand engagement.
As the COVID-19 pandemic has stunted tourism in Italy, Ferrero launched 30 limited edition Nutella jars vividly depicting prominent Italian landscapes and cities that can be explored via QR codes.
F&B companies also used Halloween and Christmas as opportunities to bring customers together digitally and materially when physical contact remains widely restricted.
Getting creative with labels
Coca-Cola has often explored creative new bottle labels to spur consumer engagement. Last year, Coca-Cola Sweden launched recycled PET bottles with labels reading “Recycle me again,” in place of brand names and logos.
In May 2019, the company released “Sip and Scan ” bottles, featuring labels with peel-away wristbands and summery pop art designs for the chance to win seasonal prizes.
By Anni Schleicher
