Pack Science, UK
Pack Science is a part of the Sun Branding Solutions family.
How much we spend on life’s little luxuries has defined brand extensions in recent years, and nowhere is this more true than occasion or treat products, including Easter eggs.
Coca-Cola has just launched the ‘2nd Lives’ campaign, turning plastic bottle caps into a range of 16 different, useful objects. Water guns, whistles, paint brushes, pencil sharpeners and bubble-makers give the packaging life after use, but also begs the question—is this brand citizenship or just clever and creative marketing?
Trends in packaging fluctuate, reflecting what’s important to us as consumers. As we move out of recession, we want to feel special—that we can afford some of life’s little luxuries. We also demand more—more knowledge about the product (and packaging) that we buy and expectations that major brands and retailers are environmentally responsible.