Experiment on the UK market
Coca-Cola is launching Sprite bottles without traditional labels on the UK market. The experiment, which began in January 2024 and is set to run until March, covers 500 ml Sprite and Sprite Zero bottles available in selected Tesco Express stores in Brighton, Bristol, London and Manchester.
A new approach to packaging
Instead of paper labels, Sprite bottles now feature an embossed brand logo on the front and laser-engraved product information on the back. This change is intended not only to reduce the amount of materials used in the production process, but also to simplify recycling by eliminating the need to separate labels from bottles.
The main goal of this project, according to Javier Meza, vice president of marketing at Coca-Cola Europe, is to examine how customers will react to bottles without labels and whether the distinctive shape and colour of the drink will be enough to make the product stand out on the shop shelf. This initiative fits into the company's drive to create a future in which plastic drinks packaging is reusable.
Changes in drinks design
Coca-Cola Sprite labels: a new packaging standard
To make it easier for customers to distinguish between Sprite and its sugar-free version, Sprite Zero, caps in different colours have been introduced: the classic version has a green cap, while the sugar-free version features a clear cap. In addition, the caps are attached to the bottles, which is intended to minimise waste.
Summary
Coca-Cola is testing Sprite bottles without paper labels in the UK, replacing them with an embossed logo and laser engraving. The pilot covered Tesco Express stores in four cities and will run until March 2024. The company wants to check whether consumers will accept such packaging and whether it will influence purchasing decisions.
Caps in different colours – green for the classic version and clear for the sugar-free one – are meant to make identification easier. This is part of Coca-Cola's broader strategy towards reusable packaging, which could be an important signal for the entire drinks industry.
