Few people are going to have their eyes on the cap of the bottle of soda they intend to purchase. It may sound ludicrous, but the large percentage of people ignoring bottle cap designs is not privy to one of the most interesting design and marketing industries around.
The oldest story starts with the seemingly bland tops of long existent beverages. I say seemingly bland because, in actual fact, the mere presence of a Pepsi or Coca Cola logo on caps has contributed to a budding fashion trend. They are not dominating the market, but finding these tops on necklaces, bracelets or earrings is not exactly hard. They are cheap, with a retro appeal.
Newer beverage companies like tea and juice manufacturers often go for more outlandish styles, which begs the question of why these long standing brands stick to simple and are resistant to change. Certainly, Coca Cola has shaken up the appearance of the can, and their marketing strategy frequently shifts too. But never the cap.
Really, the reason for this is clear. When you look at a brand as established as Coca Cola, the way to maintain business consistently is to, in whatever way possible, keep what worked working. So while yes, modern bottle cap designs are going above and beyond simple, Coca Cola is above that. Through its top they show things are staying the same, and so the product continues to thrive.
You do not see such staggering levels of simplicity on the caps of newer drinks because they need to get an edge wherever they can. Snapple, one of the new products of Coca Cola, has fun facts printed on each of their caps. It is not a game changer, but it is something and surely lures a few extra buyers. Naked Juice, meanwhile, targets ecologically minded consumers by advertising bottles and caps as environmentally friendly.
Today, bottle cap designs are on the minds of every marketing team. Remember, if you go for a Snapple instead of a Pepsi, you get a little something extra.
The oldest story starts with the seemingly bland tops of long existent beverages. I say seemingly bland because, in actual fact, the mere presence of a Pepsi or Coca Cola logo on caps has contributed to a budding fashion trend. They are not dominating the market, but finding these tops on necklaces, bracelets or earrings is not exactly hard. They are cheap, with a retro appeal.
Newer beverage companies like tea and juice manufacturers often go for more outlandish styles, which begs the question of why these long standing brands stick to simple and are resistant to change. Certainly, Coca Cola has shaken up the appearance of the can, and their marketing strategy frequently shifts too. But never the cap.
Really, the reason for this is clear. When you look at a brand as established as Coca Cola, the way to maintain business consistently is to, in whatever way possible, keep what worked working. So while yes, modern bottle cap designs are going above and beyond simple, Coca Cola is above that. Through its top they show things are staying the same, and so the product continues to thrive.
You do not see such staggering levels of simplicity on the caps of newer drinks because they need to get an edge wherever they can. Snapple, one of the new products of Coca Cola, has fun facts printed on each of their caps. It is not a game changer, but it is something and surely lures a few extra buyers. Naked Juice, meanwhile, targets ecologically minded consumers by advertising bottles and caps as environmentally friendly.
Today, bottle cap designs are on the minds of every marketing team. Remember, if you go for a Snapple instead of a Pepsi, you get a little something extra.
No comments:
Post a Comment