ADVERTISING & PROMOTION: Awards toast Oasis design

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.

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

and Fruitopia.



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

together.



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.



Awards highlights



* 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

321 entries.



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