Packaging Disaster: Lessons from Oreo and Coke’s Collaboration | Ep 196

Packaging Unboxd with Evelio Mattos

We broke down what's wrong with Oreo & Cokes Collab Packaging, and explained how to avoid the same issues.

Evelio Mattos: Evelio is a seasoned packaging designer with over 15 years of experience in creating cutting-edge packaging solutions for global fashion, cosmetic, and CPG brands. Known for his insightful talks on packaging design, Evelio hosts the "Packaging Unboxed" podcast, where he shares his extensive knowledge and insights on innovative and effective packaging design.

Adam Peek: Adam Peek is a packaging sustainability expert, TED speaker, and advocate for sustainable packaging practices. Currently involved with the United Nations on sustainability initiatives, Adam brings a wealth of knowledge and experience to discussions about eco-friendly packaging solutions and regulatory compliance.

In this episode of "Packaging Unboxed," Evelio Mattos and Adam Peek delve into the collaborative packaging effort between Coca-Cola and Oreo. They critically examine what works, what doesn’t, and how this collaboration can compete on the shelf. Evelio and Adam bring their extensive backgrounds in packaging design and sustainability to the conversation, providing a rich analysis of the visual and functional elements of the packaging.

Starting with their initial impressions, they discuss the missed opportunities in the visual design, such as the confusing use of colors and hidden iconic elements that fail to convey the collaboration’s essence. They explore how the black and red color scheme diverges from the brands' established color identities, potentially confusing consumers and impacting shelf visibility. The conversation also delves into practical considerations like packaging material choices, functionality, and sustainability, giving listeners critical insights into the complexities of designing effective collaborative packages.

• Brand Color Consistency is Crucial: Deviating from iconic brand colors (Coke red, Oreo blue) can confuse consumers and reduce shelf visibility.
• Functional Design Matters: The physical design of the packaging, including ease of opening and material choice, plays a significant role in consumer experience and product preservation.
• Simplify Visual Elements: Overcomplicating design with too many logos and icons can detract from brand recognition and consumer clarity.
• Use of Packaging Material: Aligning the packaging material with the product type (e.g., a classic Coke bottle instead of a can for better brand synergy) can enhance the consumer's experience and perception.
• Involving Target Demographics: Ensuring that packaging decisions are guided by insights from the intended consumer demographic can lead to more effective designs.

1. "Oreo is blue. Great. Coke is red. Collab black. This didn't make any sense to me." - Evelio Mattos
2. "I saw it. Cause of the way they have the. The cookie stacked. I was like, why do they have a. Oh, that's the cookie." - Adam Peek
3. "Functional issues like the loudness of the package opening can detract from user experience, especially with snacks meant to be enjoyed quietly." - Adam Peek
4. "Coca-Cola usually runs vertically, not horizontally on cans." - Evelio Mattos
5. "The can packaging, I again, like, if this was supposed to be a limited edition, the front reminded me of, why is yours so much bigger than mine?" - Adam Peek

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