“After years of success in the international soft drinks market, the Fanta Splash shape had effectively become owned by the carbonated soft drinks category rather than the brand,” says Gregory Bentley, Coca-Cola packaging engineer in charge of global project coordination.
“This meant it was the right time to redesign the bottle with an impactful shape to make it stand out once again on the shelves.”
Working closely with Leyton Hardwick and his team at agency Drink Works the new spiral design was developed. The Spiral shape was inspired by the twisting of an orange to release its juice. Sidel also played a key role in the project.
The new bottle shape required precise understanding of how PET behaves under pressure, particularly with regard to how the carbonation of the beverage can potentially deform the bottle sections, which could lead to the drink spilling. Just like its predecessor, the new bottle was to be produced to be 100% recyclable.
A similar bottle shape has been deployed for the whole Fanta bottle family and it is now available for 500ml, 1l, 1.5l and 2l formats.
Currently, the newly developed Spiral Fanta bottle in PET is sold in Italy, Poland, Malta, Serbia, Finland, Romania and the UK, with plans for global rollout over the coming months.
Contact Sidel Group for more information.