Are Label-Free Bottles the Future?
Source Summary
Coca-Cola is conducting a trial in the UK to test how removing labels from Sprite bottles impacts sales. This move is part of the company’s commitment to increase sustainability by simplifying the recycling process for its bottles. The trial has begun in eight Tesco Express stores around the UK with the goal of collecting data on how consumers react to the new change. The bottles are clear with a green cap and embossed with Sprite’s branding and product information. The question is whether this simplistic design will be enough for consumers to recognize it.
Ultimately, consumers will determine whether Coca-Cola rolls out label-free bottles worldwide. If sales drop due to the label-free bottles, it’s hard to imagine a scenario where Coca-Cola expands the idea to its full suite of beverages. But the interest in exploring ways to reduce packaging material and promote minimal branding is a step in the right direction and could inspire other companies to follow suit. Coca-Cola’s move also hints at the beverage industry’s desire to preempt more government regulation like South Korea’s 2020 mandate of label-free packaging for plastic bottles. As the alignment between business incentives and regulatory frameworks strengthens, these circular economy examples will increasingly dictate the direction of product innovation.