Few people are going to have their eyes on the cap of the bottle of soda they intend to purchase. It may sound ludicrous, but the large percentage of people ignoring bottle cap designs is not privy to one of the most interesting design and marketing industries around.
The oldest story starts with the seemingly bland tops of long existent beverages. I say seemingly bland because, in actual fact, the mere presence of a Pepsi or Coca Cola logo on caps has contributed to a budding fashion trend. They are not dominating the market, but finding these tops on necklaces, bracelets or earrings is not exactly hard. They are cheap, with a retro appeal.
The modern cap is not usually so basic, as various companies use them as promotional materials with contests, information and such. No matter how much Coca Cola has changed, the cap has remained consistent. The only question is exactly why that is so.
Really, the reason for this is clear. When you look at a brand as established as Coca Cola, the way to maintain business consistently is to, in whatever way possible, keep what worked working. So while yes, modern bottle cap designs are going above and beyond simple, Coca Cola is above that. Through its top they show things are staying the same, and so the product continues to thrive.
Going back to the more outlandish designs, juice and tea bottles go for attention with their tops. The best example would be Snapple, which for the record is a Coca Cola product, but a newer one. Each of the caps of the various tea and juice flavors features a different fun fact, ranging from animal quirks to world records. And Naked Juice bottles and their caps advertise the fact that they are green, meaning that they are made from recyclable material.
Today, bottle cap designs are on the minds of every marketing team. Remember, if you go for a Snapple instead of a Pepsi, you get a little something extra.
The oldest story starts with the seemingly bland tops of long existent beverages. I say seemingly bland because, in actual fact, the mere presence of a Pepsi or Coca Cola logo on caps has contributed to a budding fashion trend. They are not dominating the market, but finding these tops on necklaces, bracelets or earrings is not exactly hard. They are cheap, with a retro appeal.
The modern cap is not usually so basic, as various companies use them as promotional materials with contests, information and such. No matter how much Coca Cola has changed, the cap has remained consistent. The only question is exactly why that is so.
Really, the reason for this is clear. When you look at a brand as established as Coca Cola, the way to maintain business consistently is to, in whatever way possible, keep what worked working. So while yes, modern bottle cap designs are going above and beyond simple, Coca Cola is above that. Through its top they show things are staying the same, and so the product continues to thrive.
Going back to the more outlandish designs, juice and tea bottles go for attention with their tops. The best example would be Snapple, which for the record is a Coca Cola product, but a newer one. Each of the caps of the various tea and juice flavors features a different fun fact, ranging from animal quirks to world records. And Naked Juice bottles and their caps advertise the fact that they are green, meaning that they are made from recyclable material.
Today, bottle cap designs are on the minds of every marketing team. Remember, if you go for a Snapple instead of a Pepsi, you get a little something extra.
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