Design groups pitching for a place on Coca-Cola’s pan- European design roster will this week find out if they are to be shortlisted for the next stage of the selection process. Branding and packaging groups Coley Porter Bell and Brandhouse are thought to be among those vying for a place on the roster.
The roster is expected to cover branding, packaging and digital design, across all ranges within the Coca-Cola portfolio, including Capri-Sun, Minute Maid and Oasis, as well as the three core brands – Coca-Cola, Diet Coke and Coca-Cola Zero. It is believed that the next stage of the selection process will involve chemistry meetings with successful design groups.
Coca-Cola EU has brought on board search and selection agency Creative Brief to help it build the roster. A statement from Coca-Cola Europe says, ‘This will enable the company to call upon a range of specialists to work potentially on a variety of design projects in Europe.’ Being on the roster does not guarantee work for any group, according to Coca-Cola, but ‘it will be used as the basis for selecting specific groups to work on design requirements throughout the year’.
The roster for Coca-Cola Europe is managed separately to Coca-Cola US, and consultancies already working for the US company will have to reapply for the pan-European roster. Coca-Cola has also confirmed that it has completed trials for a re-sealable can, designed by Bell Packaging Europe, Coca-Cola and Antonio Parra from Dutch group 4sight Innovations, who has patented the design. The can, which has been trialled in Germany and the Channel Islands, features a flat plastic tab that swivels over the can opening. A spokesman for Coca-Cola says the can is part of the company’s ‘normal process to test ideas and innovations’, and has been inspired by trends for functional packaging. He says Coca-Cola does not have any ‘current’ plans to introduce it in the UK.
• The Coca-Cola Company is the world’s largest beverage group and the leading producer of soft drinks
• It is the top-selling soft drinks brand worldwide and in the UK
• Coca-Cola claims to be one of the world’s most valuable and iconic brands. Its brand values are optimism, togetherness and authenticity