United Kingdom · Packaging

The first soft drink you can read without seeing it.

Coca-Cola Great Britain and RNIB embedded NaviLens codes into the 24 and 30-can festive multipacks of 330 ml. A global brand goes accessible on shelf.

Festive 30-can multipack of Coca-Cola Zero Sugar with a NaviLens code printed on it.

1st: Drinks brand with NaviLens on pack
24+30: 330 ml multipack formats
9/10: Blind shoppers struggle with packaging*
2022: UK Christmas campaign

Coca-Cola Great Britain × RNIB

Coca-Cola Great Britain markets 80+ products in the UK and, together with CCEP, reaches millions of households every week. The partnership with the Royal National Institute of Blind People (RNIB) brought a drinks brand into accessible packaging for the very first time.

The pilot focused on the festive promotional formats of Coca-Cola Original Taste and Coca-Cola Zero Sugar (24 and 30-can multipacks of 330 ml), distributed in UK grocery during the 2022 Christmas season.

01
Unreadable on the can
The size and curvature of a can make it almost impossible to read ingredients, allergens or variant (Zero / Original) for low-vision shoppers.
02
Opaque multipack
In festive multipacks the cans sit inside a printed wrap, adding one more layer between shopper and information.
03
Independent shopping
RNIB reports that 9 in 10 blind people need help to identify products on shelf; the brand wanted to break that dependency.

The NaviLens code was printed directly on the multipack board, sized and coloured to preserve the festive branding. The NaviLens and NaviLens GO apps detect it from several metres away without aiming, and read brand, variant, ingredients and allergens out loud in the user's language.

The deployment was designed as a public proof point: a mass-FMCG brand, on mainstream retail shelves, with product information spoken aloud through the shopper's own phone.

“Everyone has the right to know what they're buying yet packaging information is so often inaccessible to blind and partially sighted people. Technology such as NaviLens is a game changer, enabling greater independence.”

Marc Powell · Accessibility Innovation Lead · RNIB
RNIB ↗

Nov 2022
CCEP announcement
Coca-Cola Europacific Partners announces the 'Holidays are coming' Christmas promotion with NaviLens codes on festive multipacks for the first time.
Nov 2022
RNIB press release
RNIB and Coca-Cola Great Britain publish a joint statement introducing the accessible packaging.
Dec 2022
UK retail rollout
Nationwide distribution in supermarkets through the Christmas season.