A couple of ice cubes in your beverage just won't cut it on a hot day in Rio, which is why Coca-Cola started distributing drinks in Ice Bottles. Sure to keep your coke at the most deliciously chilly temperature from your first to final sip, these frozen vessels have been a serious marketing success under 'The Real Ice Cold' tagline.
Ogilvy & Mather of Colombia arranged for the classic vintage Coca-Cola bottle to be reproduced in pure ice, from South America to East Asia. The lucky beach-goers who got their hands on these Ice Bottles got a hit of cold soda, a tool to cool their skin and a viral selfie accessory to spread the refreshing word. This momentary marketing scheme had consumers lining up for more, and nobody had to worry about litter as the containers simply melted away.
Key Themes Behind This Trend
- Ice Packaging
- Innovative packaging companies could develop a line of frozen packaging solutions to keep drinks and other perishables cold.
- Eco-friendly Packaging
- The use of eco-friendly packaging solutions made from organic materials could cater to consumer demand for sustainable packaging.
- Multifunctional Packaging
- Companies could explore developing packaging that not only stores products but also serves as a tool or accessory, such as a cooling agent or selfie prop.
Where This Applies
- Packaging Industry
- Innovative packaging design can leverage technology to create consumer-centric solutions that cater to their needs and preferences.
- Beverage Industry
- Beverage companies could explore innovative packaging solutions like frozen bottles to cater to customer's needs and wants and deliver on their brand promise.
- Tourism Industry
- Innovative packaging solutions that double up as a tool or accessory could attract tourists in search of unique experiences and fresh marketing ideas.
