The Coca-Cola Co. just recently announced that they signed a multi-million dollar contract with three leading biotechnology companies in an effort to accelerate the developments of a 100% plant-based bottle. The partnership includes agreements with Virent, Gevo, and Avantium all combining their efforts to create the first commercial solution for next-generation PlantBottle™ packaging made 100% from plant-based materials. The partnership with the biotechnology could lead to practical results of a 100% plant-based PlantBottle available by 2017. Coca-Cola is expecting that all of its PET packaging will be replaced by the year 2020.
Coca-Cola’s current PlantBottle™, which was launched in 2009, is made from only 30% plant-based material. The remaining 70% of the bottle is made out of purified terephthalic acid (PTA), which Coca-Cola hopes to replace with plant-based materials. Since the current bottle was first introduced in 2009, Coca Cola states that they it has already distributed more than 10 billion PlantBottle™ packages in 20 different countries worldwide. Coca-Cola estimates that it has helped save the equivalent emissions of more than 100,000 metric tons of carbon dioxide.
According to Coca-Cola, agreements with these three companies (Virent, Gevo and Avantium) will help support the companies long-term commitments through sustainable practices in sourcing and in packaging supply.
“While the technology to make bio-based materials in a lab has been available for years, we believe Virent, Gevo and Avantium are companies that possess technologies that have high potential for creating them on a global commercial scale within the next few years,” said Rick Frazier, vice president of commercial product supply for The Coca-Cola Company. “This is a significant R&D investment in packaging innovation and is the next step toward our vision of creating all of our plastic packaging from responsibly sourced plant-based materials.”
As leaders in sustainable packaging, Coca-Cola also looks to innovate and advance opportunities to other companies throughout the industry and recently announced an industry first partnership with H.J. Heinz Company. This partnership will allow Heinz ketchup to use PlantBottle™ technology in its production.
Last month, we blogged about Coca-Cola changing their packaging for the first time ever in a cause marketing effort to protect the Arctic home of polar bears. Check out the blog here.
Apparently that wasn’t such a great idea for Coke. In fact, they’re pulling the plug on the new white cans and changing them back to their original red. Why you ask? Customer uproar. That’s right, customers were getting the white cans confused with the silver Diet Coke cans. We all know how traumatic that can be to think you’re buying an ice cold can of refreshing Coke only to crack it open, take a sip, and taste that dreadful fake Diet Coke flavor. Ok, I’m being facetious.
Whether you think it’s ridiculous or not, you could argue that Coca-Cola should’ve thought this one through a bit more. Knowing your customers is rule number one when changing old traditions.
Why white cans? The company claimed it had intended a “disruptive” campaign to get its conservation message across. Within a few days, Coca-Cola started receiving complaints that the white cans were too easily confused with the silver Diet Coke cans, leading some weight-conscious and diabetic customers to accidentally purchase Coke instead of Diet Coke. Ok, point taken. I could see where that could get sketchy.
Coca-Cola was no stranger to polar bears and WWF – the company has supported WWF Arctic research and conservation efforts in the past and this campaign was supposed to take its commitment to a new level. Coca-Cola has pledged $2 million to help fund the creation of a safe refuge for polar bears and agreed to match up to $1 million of consumer donations made through Arctic Home by March 15, 2012.
Coca-Cola got the message and despite the fact it planned initially to have 1.4 billion white cans available until March, the company decided to halt further production of the cans. As we speak, Coca-cola is sending millions of red cans back into shops with polar bear images on them.
Next month, Coca-Cola will be turning their iconic red packaging to white. Arctic white that is. Coke is teaming up with the World Wildlife Fund (WWF) for a bold new campaign to help protect the Arctic home of polar bears. Coca-Cola will be committing up to $3 million to WWF’s polar bear conservation efforts while also asking fans in the US to join in the campaign by texting donations to the cause. The first-ever white packaging for Coke encourages $1 text donations to WWF.
More than 1.4 billion white Coca-Cola cans will help raise awareness and funds marking the first time ever that Coke has changed the color of their red cans. The all-white cans will feature the image of a mother bear and her two cubs making their way across the Arctic. White packaging will be on store shelves through February 2012. Anyone who wants to help the polar bears can text the package code to 357357 to donate $1 to WWF. They also can donate online at ArcticHome.com, starting November 1. Coca-Cola will match all donations made with a package code by March 15, 2012, up to a total of $1 million.
‘Polar bears inspire the imagination. They’re massive, powerful, beautiful and they live nowhere else except the Arctic. Their lives are intimately bound up with sea ice, which is now melting at an alarming rate,’ said Carter Roberts, President and CEO of World Wildlife Fund. ‘By working with Coca-Cola, we can raise the profile of polar bears and what they’re facing, and most importantly, engage people to work with us, to help protect their home.’
Have you ever wondered which brands are most popular on Facebook? Famecount has a list the shows the most “liked” brands on Facebook worldwide. The keyword is “Like” here. Facebook “Likes” are supposed to have less value in the future as Facebook just launched a new metric called “Talking about”. Pages with a high “Talking about” rating are the ones with the most compelling content because the metric will measure user-initiated activity related to a page. Activities include wall postings, “Likes”, commenting, and sharing a page. Marketers have to focus on coming up with compelling content in order to get users to interact more with their pages to score higher “Talking about” ratings. So while it’s good for a brand to have a lot of “Likes”, it’s better to get consumers “Talking about” them.
Top 10 “Liked” Brands on Facebook:
1. Coca-Cola– 34,563,347
2. Starbucks– 25,490,292
3. Oreo– 23,117,266
4. Red Bull– 22,447,819
5. Converse All-Star– 20,795,216
6. Converse– 20,169,668
7. Skittles– 19,359,111
8. Playstation– 17,448,382
9. Pringles– 15,631,111
10. Victoria’s Secret– 15,365,940
Coca-Cola has made their vision clear of making all of their plastic bottles from plant-based materials and recycled plastic by 2020. Their latest development is rolling out new packaging for their 500ml drinks. The new PlantBottle packaging is made from 22.5% renewable plant-based PET and 25% recycled plastic. The reason these new bottles are more eco-frlendly is that they’ll reduce the company’s dependency on fossil fuels. They are being released today in the UK and can be identified with a PlantBottle logo. More than 5 billion of Coke’s PlantBottles will be available in 20 countries by the end of 2011.
Coca-Cola is not new to the green movement. In fact, last year they won the Best Sponsor Activation award at the UK Festival Awards for their recycling program. Coke is committed to recover the equivalent of 100% of their packaging by 2020.
Heinz ketchup is stepping out of their shell and is making a change to their packaging. This will be their first change since 1983 when they began using plastic. The new change Heinz will be making is converting its packaging into the eco-friendly PlantBottle. This new packaging is a recyclable plastic bottle that is made from a combination of petroleum based and plant based materials. This was first introduced by Coca-Cola two years ago and they have announced their partnership with Heinz in hope it will revolutionize the entire food industry. This collaboration between Coco-Cola and Heinz shows how companies can work together and help each other become more eco-friendly.
Heinz Ketchup’s new eco-friendly packaging with be released in the United States this year, with the potential of expanding globally. Over 120 million of the new Heinz ketchup bottles will be released with a label saying “Guess What My Bottle Is Made Of?” They also have goals of reducing greenhouse gas emissions, solid waste, water consumption, and energy usage by at least 20%.
When you are hungry for something where do you look first the cupboard or the fridge? Common sense dictates that people open their fridges more frequently than their cupboards. The fridge is a dynamic place and the cupboard has become a thing of the past. Companies have realized this change in food placement and have developed their packaging in relation to it.
Heinz, maker of the famous red hot dog and burger condiment, has taken the traditional tin can for baked beans and evolved it into a container that can fit on the average fridge shelf. The innovative design is a plastic jar with a screw top. It was developed for consumers who may use more than one can when cooking because it contains the equivalent of two and a half standard cans.
Baking soda, which was once known as a baking ingredient, is now moving from the cupboard into the fridge and is acting as a deodorizer. The little yellow box made by Arm & Hammer is designed to fit in the fridge and also possesses a clear strip to see how much is left. This package design allows the fridge to stay fresh and takes up little room.
Coca-Cola has made fridge friendly packaging for its 12 packs. The packaging design is slimmer making it easy to store in the fridge and takes up less room. The packaging is also designed to dispense after one can gets taken out.
These examples are just a few of the cupboard to fridge packaging designs that are present. Keep your eyes open for other packaging designs that have left the cupboard and moved to the fridge.
The future. Such a fascinating idea. When I think of the future, I think of watching Back To The Future II as a 10 year old destined for a hover board and auto-lace Nikes (which Nike has filed a patent for recently by the way).
After seeing the new MYSTIC package design for Coca Cola bottles, it made me reminisce on those several occasions of watching Michael J Fox traveling to 2015 in pure envy. Are we now living “In the future”?
The design was created by French designer Jerome Olivet. The racy, aerodynamic style of the bottle and the classic red color gives the feel of a supernatural future world and adds even more power to a strong brand.
As we’ve seen many soft drink and bottled beverage companies change their package design on several occasions this past year or so, the transformations have all had an emphasis on the environment and eco-friendly packaging. Further, Coca-Cola has been in the news for their proactive approach on sustainability. This design however, focuses on the strength and legacy of one of the biggest brands in history. Very interesting approach.
We’re not sure when or where this design will hit convenience store coolers. But with such an attractive design, you’re sure to notice when it does.
We cannot stress enough how important it is to differentiate your product from the competition. If there are comparable products, one of the main ways to differentiate your product is with packaging and design. A creative and unique package will help your product stand out and “pop” on the shelf.
Coca-Cola did just that with their special edition bottles and cans of soda. With custom packaging, they can create their own distinctive design that the competition can not compare to. And since there is a limited amount of these designs produced, they could become collectors’ items. Since they are eye-appealing with creative design, along with the fact that they are rare, these bottles are likely to be snatched up from the shelves. Here are some of our favorite special edition Coca-Cola bottles and cans that we found online:
When you walk into a store, what is it that makes you want to buy a product? Is it the actual product itself or the presentation of the product with custom packaging that grabs your attention? It is usually a combination of both. Consumers typically have at least somewhat of a need or want for the actual product itself if they are going to buy it, but the creative packaging is really what makes it stand out on the shelf over the competition.
So what is it about creative packaging that draws us in? The bright colors, the different shapes and sizes, the unique design. It’s not something we see everyday, it’s new and exciting, our curiosity wants to see more. The packaging is such a huge part of marketing, because products are so similar and the packaging could be the slight differentiation from the competition. Meterdown displayed some creative packaging designs that they found:
Box designed to custom-fit the shoes.
Coca-Cola holiday bottles look like ornaments.
See your dream sports field as you open your new athletic shoes.
Workout with your sports drink.
Eco-friendly paper water bottles.
Unique shoe box.
Innovative milk carton.
Banana case to protect from bruising.
Make sure no one eats your sandwich.
Creative juice boxes that look like the texture of fruit.
Custom packaging can truly turn your product into a creative masterpiece that gets consumers to stop and stare. It adds value to your product with an exceptional look that is fit to meet your needs. Consider getting an eye-appealing customized package for your product or your next project and you could see the results that a quality product presentation gives.