Participatory Packaging Project

In nature, packaging conforms to the pollinator. Flowers emit aroma and utilize unique petal shapes and colors to attract their pollinators while employing thorns to keep predators at bay. Perfected through ages of trial and error, we too seek the next evolution of packaging. Packaging that invites consumers to smell, squeeze, and shake creates a bond with consumers. But packaging that is designed to help consumers through participation creates a distinctive bond. By inviting consumers to participate in activating the package’s functional attributes as well as facilitating the product lifecycle in a sustainable way, Coca-Cola can create a unique bond with consumers.