Oasis, the sector-leading adult soft drink from Coca-Cola & Schweppes
Beverages, has taken the prize for best drinks packaging in the first
Marketing Design Awards, announced this week.
The success of the new brand, which sold 2.6 million cases in the year
to May, has been a triumph for CCSB. The company developed the drink in
response to a US ‘invasion’ of adult thirst quenchers, such as Snapple
Research suggested that packaging was a weakness of the US brands, so
CCSB brought design consultancy Turner Duckworth in on early development
talks. The result was a design described as ‘less homespun than Snapple
and less funky than Fruitopia’.
Because of the consultancy’s early involvement, it was also an
integrated solution. The ‘heat shimmer’ logo devised by Turner Duckworth
was used in Saatchi & Saatchi’s advertising, while the ad slogan was
incorporated on the bottle cap.
The awards, sponsored by MCA Group, were developed to take a very
practical view of design’s contribution to marketing. Walkers Snack
Foods and its supplier, AssiDoman Displayprint, for example, were highly
commended for a merchandising unit that takes just five seconds to put
They were pipped to first place in the sales promotion and point-of-
purchase category, however, by the Parker Pen Company and consultancy
Goodwin EMCK, for a gift box, clam-shell packaging and dispenser for
Parker’s new Frontier mid-price range.
Britvic took top prize in the exhibitions category for its whacky
caravan, designed by In Real Life to take the message of Tango’s brand
re-engineering to leading retailers ahead of the launch.
Birds Eye and its consultancy, Springpoint, had the best food packaging
entry, and also took a prize for best use of research in design. The
awards recognise Birds Eye’s sales success in separating its frozen
chicken products from its Steakhouse range.
* A supplement providing full details of all the winning entries will be
published with next week’s Marketing.
* The Parker Pen Company was named Marketing Design Champion 1996 for
its long-term commitment to design.
* The MCA Group Gold Award went to British Airways and consultancy
Design Acumen for BA’s first-class accommodation, including the seat
that converts into a bed.
* This is the first year of the Marketing design awards and there were