Hello Coca-Cola Creatives!
19 days since we opened the creative playground for new Coke crate ideas – and over 100 ideas submitted already! Accompanied by a super lively discussion on design, usability and sustainability of new crate concepts.
As you can imagine we had a very long and intense „Bergfest“ (feedback talk) with the packaging and marketing professionals from Coca-Cola Germany, going through the ideas and the questions discussed in the contest.
Now we can give you a summary of the findings to help you develop your ideas further.
So here we go!
The Coca-Cola professionals are eager to understand your ideas *in detail* to be able to assess them better. So it is most important that you deliver a clear description on:
- What is your idea is?
- What problem does your solution solve?
- And *how* does your solution solve this problem (by using a certain function, by using a certain material, etc.)
We see no limits to your ideas and how your Coca-Cola crates could be used and put into a living environment – which is a great inspiration. Sometimes the crates even cross the boarder of still being a crate – they could certainly win prizes in a contest for Coke branded furniture! But *please consider* the key use of the transportation crate is to carry the bottles from store to home – and back to the store.
So besides being an iconic accessory for every apartment the crate should never loose its function of bringing the bottles back! With all that moving around, (the main function of each crate!) – no matter what material is made of – will show traces of use, ware & tare. Consider this when you’re thinking of displaying your crate as a glossy icon for a living room. With a lifespan up to 20 years, a crate will go through hundreds of returns! –This is why its so important to consider terms of stability and sustainability.
You guys are doing a brilliant job in putting the Coca-Cola brand on center stage. Many, many “got-to-have” crates in this contest! There are crates that are pieces of art and of course this aspect is very important for Coca-Cola. One important aspect to be considered (because crates are used up to 20 years) the branding must be timeless so it never interferes with the visual language & communication of Coca-Cola. And unfortunately the style question of “the everyday” is limited by requirements and functionality.
Do round forms work? Triangles? Organic Forms? There’s one simple solution to this question. As long as you manage to stack as many bottles on the palette as Coca-Cola does today that is fine. If your solution wastes too much space – it’s not.
In connection with the fact that a transportation crate has to be returnable, over and over again- is the fact that ALL PARTS have to be durable enough to survive this heavy use. Most thin and movable parts probably won’t last. Parts that can even detached from the crate will most probably get lost very quickly. Parts that stick out of the crate body are likely to break off or to get in the way and cause trouble in the process of stacking and shipping the crates. Snap or clip handles are an easy thing to do, but consider you would have to do this a million times every day. Machines and production line workers would have additional work and loose time with over complicated extra-solutions – practicability tests prove that after all, the client wants solutions that use as little intricate hand work as possible.
As the briefing says, the crates have to be refillable in an automatized and mechanic way. Each extra step – like putting an extra lid or top to a crate – will make this process more complicated, will ask for more complicated machines and will slow down the process.Just imagine that in one day, tens of thousands of bottles have to be processed.
Clients want great solutions but at the same time no one is happy to add additional charges. So if you ad an additional function to the crate, think how many people would profit from the solution and would agree to pay more for it. A crate with a cooling system e.g. is more likely to be an extra Coca-Cola item than to be used as the general transportation crate.
Think about the people that carry the crates and give them solutions that are really comfortable. Observe precisely what fits human ergonomics & user-friendliness and what might not. Stackability – as often mentioned under the ideas – is a main issue.
Now that’s what I call feedback! So go on, undertake the challenge and carefully consider these tips. Keep asking questions, finding solutions and doing a great job!