Coca-Cola Goes Label-Less for Sprite: A Step toward Sustainability or a Branding Crisis?

Coca-Cola Goes Label-Less for Sprite: A Step toward Sustainability or a Branding Crisis?
Case Code: MKTG475
Case Length: 11 Pages
Period: -
Pub Date: 2025
Teaching Note: Available
 Price: Rs.400
Organization : Coca-Cola
Industry : Food & Beverage
Countries : United Kingdom
Themes: Ethics in Marketing, Sustainability Environmental Sustainability
Coca-Cola Goes Label-Less for Sprite: A Step toward Sustainability or a Branding Crisis?
Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In January 2024, American beverage MNC the Coca-Cola Company (Coca-Cola) piloted a new but limited-period packaging initiative in the UK, going label-less for its Sprite brand to boost recycling efforts. Coca-Cola removed the labels from its Sprite (500ml) and Sprite Zero rPET (Recycled polyethylene terephthalate bottles) in the UK from January through March 2024...

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