The Coca-Cola bottle is the most iconic format on British shelves, according to research into the UK’s most recognisable brand packaging.
The soft drink clinched the top spot, beating Toblerone’s triangle and the Marmite jar, which came second and third. Also in the top ten were the Pringles tube, Heinz Ketchup bottle, Fairy Liquid bottle and Walkers crisp packet.
One in six respondents in the survey chose the Coca-Cola bottle as most recognisable without the logo or the product, a figure which rose to one in five among millenial respondents.
“Packaging has always been at the core of the Coca-Cola brand,” said Alex Center, design director at The Coca-Cola Company. “Our bottle is our most visible and most valuable asset. While ads on TV, online or billboards will always be important, nothing beats the feeling of a cold Coca-Cola bottle in your hand.”
The study, which surveyed 1,500 Brits, was commissioned by Easyfairs, which organises packaging events Packaging Innovations and Luxury Packaging London.
“We are in an era where almost anything is possible, from personalised packaging to augmented reality, so we have no excuses when it comes to targeting the appropriate audience,” said Gerry Sherwood, event director for Easyfairs’ packaging portfolio.
No comments yet