Rule-Breaker Design
ET Polymers|Dec 2017 - Jan 2018
Rule-Breaker Design

After Years of Success in the International Soft Drinks Market, the Fanta Splash Shape Had Effectively Become Owned by the Carbonated Soft Drinks Category Rather Than the Brand. This Meant It Was the Right Time to Redesign the Bottle With an Impactful Shape to Make It Stand Out Once Again on the Shelves.
 

Sidel has collaborated in the new “spiral” PET bottle project from The Coca-Cola Company (TCCC), with the company’s 40-year expertise in PET packaging instrumental in the successful rejuvenation of the Fanta brand and the challenges involved in getting it right.

First appearing on shelves in the 940s, Fanta is TCCC’s biggest brand after Coke. Like any great product, Fanta has evolved over the years, with a number of bottle re-designs under its belt. However, the popularity of the Fanta Splash bottle shape had led to it becoming something of a generic bottle for sparkling beverages on the supermarket shelves of key markets. Consequently, this diluted the Fanta ownership of the bottle shape in what is the second-largest brand outside the US and therefore a very important product in the TCCC range. That is why Coca-Cola started to design and develop a new proprietary Fanta packaging shape, applicable to both PET and glass bottles, in order to provide a protectable new global standard for the brand.

Supporting the Fanta brand rejuvenation

“After years of success in the international soft drinks market, the Fanta Splash shape had effectively become owned by the carbonated soft drinks category rather than the brand. This is quite a standard occurrence over the life cycle of a brand which inevitably evolves over time. This meant it was the right time to redesign the bottle with an impactful shape to make it stand out once again on the shelves,” explains Gregory Bentley, Coca-Cola Packaging Engineer in charge of global project coordination. Working closely with Leyton Hardwick and his team at Drink Works who were the winning agency in a 5-way pitch and supported by the Fanta packaging team network “We established a global network where it was possible to gather up-to-date packaging mix information, specific market requirements and on-going feedback on suitable design routes,” continues Bentley.

articleRead

You can read up to 3 premium stories before you subscribe to Magzter GOLD

Log in, if you are already a subscriber

GoldLogo

Get unlimited access to thousands of curated premium stories, newspapers and 5,000+ magazines

READ THE ENTIRE ISSUE

Dec 2017 - Jan 2018