Show the experience.

Firstly, happy New Year to you all, I hope you had a great break!

Right then, let’s get back to it.

As I’ve mentioned previously, the technology aisle in the supermarket is much in need of some love and attention. January is often a dry month for many wishing to turn their backs on the Christmas excesses, so a great opportunity for drinks tech to catch new consumers to looking for alcohol, free or soft drink alternatives.

I think that Soda Stream, a brand that’s been around since the 70s is missing a bit of a trick here in failing to talk more about the product experience on pack.

They’re obviously up against the big name carbonates so have some hefty competition on their hands, but unfortunately I don’t think they’re going to get far with this offering.

At first glance, it looks more like the outer packaging for a lava lamp or something to stick in the tropical fish tank?!

The pack provides a chance to focus on what you do well, your key benefit. In Soda Streams instance, I think this could be the whole ceremony of preparation.

One of the key points that differentiates it from the big carbonates is the fact you have to make it yourself, and when you look at the consumer trends of personalisation and tailoring products to suits specific needs, this seems an opportunity missed.

Is it time for them to ‘get busy with the fizzy’, again?

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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