The most iconic packaging on British shelves has been revealed – as the Coca-Cola glass bottle.
A study of 1,500 Brits explored the influence of packaging and branding on everyday shoppers and found that one in six thought the Coca-Cola bottle was the most identifiable in terms of packaging, and was just as recognisable without its logo or the product itself.
The research, commissioned by Easyfairs, organisers of Packing Innovations and Luxury Packaging London, found FMCG brands dominated the top ten, with the Toblerone triangular prism bar finishing as a close runner-up, while our ‘love hate’ relationship with Marmite continued with the iconic jar coming in third.
Alex Center, Design Director at The Coca-Cola Company, said: “Packaging has always been at the core of the Coca-Cola brand.
Our bottle is our most visible and most valuable asset. While ads on TV, online or billboards will always be important, nothing beats the feeling of a cold Coca-Cola bottle in your hand. That is the ultimate experience design.”
Top Ten Most Recognisable Brand’s Packaging
1. Coca-Cola Bottle
2. Toblerone Triangle
3. Marmite Jar
4. Pringles Tube
5. KFC Bucket
6. Heinz Ketchup Bottle
7. Fairy Liquid Bottle
8. Apple’s iPhone Box
9. Walkers Crisp Packet
10. Amazon Box