Coca-Cola have announced that they are launching a new ‘pocket sized’ range of bottles to sit alongside their core range of Classic Coke, Diet Coke and Coke Zero. The new PET range will be smaller than the standard sized bottle consumers have become accustomed to and will hold 375ml of drink.
Gideon Karmiloff, MD at Vivid Brand said: ‘Targeting the on-the-go occasion with a smaller pack size has been driven by key consumer insights. The Shopper Campaign and packaging we developed leverage these to connect Coca-Cola with shoppers at the decisive moment of purchase in store.”
“With over 70% of purchasing decisions made at the chiller cabinet, we needed a simple, disruptive and relevant visual identity to stand out within the cluttered and competitive environment.“
Vivid Brand’s Creative Director, explains: “ We highlighted the new smaller size and convenience of 375ml by clearly communicating the pocket size nature of the product. The packaging design was particularly challenging as the label is small so we focused on optimising the brand standout and de-cluttering the information.”
Coca-Cola’s Marketing Manager, says: “This is an exciting moment for Coca-Cola and builds on our commitment to growing the choice of products available to consumers. The 375ml bottle is designed to be an affordable addition to the current range that fits in well with consumers’ busy lifestyles and desire for products they can consume whilst on the move. Vivid Brand helped us create a great insight driven VIS toolkit supported by their strong understanding of good pack design and shopper needs. “
For more information, contact Vivid Brand: Gideon Karmiloff, Tel: 0207 421 1750
No I’m not talking about Tampax, skirts, or even lipstick – no, I am of course talking about Lynx and their current ‘ Unleash the Chaos’ campaign.
Lynx is predominantly known, worlwide for its laddish advertising in which scantily-clad women flock towards men in their hundreds or fall from the skies in mockingly angelic costume at the push of an aerosol can’s button. With such a strong macho and frankly chauvinistic brand aesthetic and advertising some could say is demeaning to women, belittling them as nothing more than sexual objects, it is surprising to learn that they are currently launching a scent for women!
At first it seems, with little change in aerosol graphics and an unusually dull advertising campaign it is unlikely to appeal to women. With a target market of 15-24 year olds, however, it is possible that young teens may be a major buyer due to the heightened sexuality and personal discovery experienced during this time. With Lynx often worn by young teenage girls as an attempt to affiliate with the opposite sex, it is probable that with a women’s scent this could become a more accepted ritual, which could span across into young adulthood.
Similarly, like Yorkie’s ongoing campaign in which it is claimed to be “Not For Girls”, women and young girls alike respond in a retaliating way, challenging the brand by purchasing the product anyway. Women’s Lynx could be the new way of actively shunning the macho approach of the brand showing that women are in acceptance of it.
However, by becoming a unisex, rather than solely male brand, could the campaign backfire and alienate the very men who treasure it as a product that is just for them? Or will we start to see semi naked men, ripping off their clothing and flocking to any woman who douses themselves in the irrisistible fragrance? (We’re hoping!)
By adding a feminine version, the overall masculinity and macho-nature of the brand may be lost, and along with it some of its loyal Lynx Lads. Time will tell…
We’re having fun with Absolut’s Vodka’s new Absolut Blank app. Create your own designs, using sound, blowing in the microphone or by uploading your own images. Then name your bottle and send to the gallery.
To download the Absolut Blank App for the iPad, click here
Send us links to your creations!
A beautiful project that expresses form as shadows.
Looking at the apparently random piles of rubbish and waste, it’s hard to imagine how stunning and intricate the shadows they cast, could be.
“A Series of wines inspired by the Seven Deadly Sins. The design of the bottles reflect each one of the sins visually. Fall into temptation.”
Designed by Sidecar | Country: Spain