Hey, Check Out Those Cans!

A look back at some memorable Coke and Pepsi designs

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

People seriously love their cola cans. Yet Coca-Cola and Pepsi are always tinkering with their packaging. The two regularly funnel marketing dollars into limited-run editions, and occasionally spend eye-popping sums on overhauling their brands. Beverage consultant Jorge Olson says they’re lucky to be able to play with its packaging this way: “It’s a luxury because it is expensive to change cans. . . . It’s almost impossible for anyone else.” So why risk messing up a good thing? “Those brands need to do it to keep fresh because there’s such clutter at the shelf,” says Allen Adamson, managing director at branding firm Landor.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in