Toblerone triangle loses out to Coke bottle as most iconic pack

The Toblerone triangle is the most iconic packaging after Coca-Cola’s contour bottle, according to a new survey of 1,500 Brits. The research, which explored the influence of packaging and branding on everyday shoppers, found that one in six thought that 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 Marmite jar came in third place, according to the study, which was commissioned by Packaging Innovations and Luxury Packaging London organiser Easyfairs.

Most recognisable food packaging
1. Coca-Cola bottle
2. Toblerone triangle
3. Marmite jar
4. Pringles tube
5. KFC bucket
6. Heinz ketchup bottle
7. Walkers crisp packet

Over the last few years, Coca-Cola has significantly altered its marketing approach to encompass a younger audience, and it seems to have paid off with one in five millennials selecting the bottle as the most recognisable pack product. The Pringles tin – fourth among all respondents – came in second for millennials.

Alex Center, design director for 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.”

The study also revealed that consumers see barcodes as the greatest packaging invention, popular among one-quarter of Brits, while the cardboard box came in a close second with 21% of the vote. Re-sealable zip closures secured 20%, while vacuum packaging was the innovation of choice for 16% of subjects. 3D printed packaging found its way into the top two for 18-34-year-olds.

Gerry Sherwood, event director for Easyfairs’ packaging portfolio, said: “Millennials have officially passed baby boomers as the largest generation in history, and are more personally connected to their favourite brands than ever before. It is therefore not surprising to see 3D printing come out top in our poll for this age group. We are in an era where almost anything is possible, from personalised packaging to augmented reality, so we have no excuses when it comes to targeting the appropriate audience. Consumers are demanding more from the brands they purchase, they want to feel special and be able to interact with the products ‘right now’, so it is the brands’ responsibility to make sure they can.”

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