SPRITE will be in its element on St Patrick's Day, considering the popular lemon-lime soft drink has been wearing green for more than 50 years globally.
Similar to the connections COCA-COLA and FANTA have to red and orange, respectively, SPRITE has “owned” green since its 1961 debut in the US. Green has served as the primary colour for SPRITE in its advertising, packaging, merchandising and more.
“Green is classic and modern, and naturally crisp and clean. It’s never aggressive or boring, and always cool and refreshing… just like SPRITE,” explained Nicole Riekki, global design director for SPRITE.
In fact, its status among the world’s most recognised brands can largely be attributed to its signature green Dimple Bottle. The bottle’s defining shape and signature make it one of the most unique and eye-catching, as well as proprietary, packages in the market. By continuing to showcase green on everything from in-store merchandising, to vending machines, to packaging and advertising, Sprite continues to build what design gurus call brand equity and surprise and delight fans around the world.
Colour of the Year
Green is also hot. The Pantone Color Institute selected green (Emerald 17-5641) as the colour of the year for 2013. “The most abundant hue in nature, the human eye sees more green than any other colour in the spectrum,” said Leatrice Eiseman, executive director of the Pantone Color Institute.
Back in the ‘60s, designers and engineers at The Coca-Cola
Company delved into volumes of research before landing on the design standards
for SPRITE. After taking into consideration SPRITE package specs, brand image and target consumer, the Coke art department created green-centric labels,
carton designs and advertising for the brand. Dozens of designs were considered
for the green SPRITE bottle, which was carefully designed with the same quality
specifications applied to the iconic Coca-Cola Contour Bottle.
Jumping Off the Shelves
In 1967, as Sprite continued to gain momentum in the market and was available to 85 percent of the U.S. population – as well as consumers in 38 other countries – the brand team hired a New York design firm to create new carton and label designs for a packaging re-launch. Their goal? To communicate the freshness of Sprite and help the brand stand out on the shelf with an attention-grabbing look.
The new packaging hit the market the following year. The
Coca-Cola Bottler magazine described it as “a study in contrasting shades of
green,” and predicted the designs would “lift Sprite right out of the crowd
like never before.”
And that they did. Sprite is now our second-largest brand globally and is even the top sparkling beverage brand in China.
More on Journey
- Making A (Yearly) Splash: How Coca-Cola Japan Stays Ahead in One of the Most Innovative Beverage Markets in the World
- Our Way Forward: Outside The Bottle
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience and the Consumer
- Our Way Forward: Inside The Bottle
- Landcare and Coca-Cola Make Time for What Matters