Pentawards 2008: Official Blog by The Dieline

PLATINUM - BEST OF THE CATEGORY BEVERAGES: Coca-Cola Aluminium Bottle

Platinum Pentaward 2008

Best of the Category: Beverages

Brand: Coca-Cola Aluminium Bottle
Entrant: Turner Duckworth: London & San Francisco
Country: USA and UK
Website:  http://www.turnerduckworth.com

The Platinum BEVERAGES went to the Coca-Cola aluminium bottle designed by the Anglo-American Turner Duckworth agency. Here is what Bruce Duckworth says: “As a successful brand becomes familiar, adding new graphics is the easy answer to keep it fresh. But over time the brand is diluted. Sooner or later you need to return to the basics. This is what we have done with Coca-Cola. You need only a slice of Coke’s script to know it. The bottle shape remains the same but in a very contemporary new material. The result is packaging that feels at once familiar and new.”
A good way of putting into practice the celebrated “Less is More”.

PLATINUM - BEST OF THE CATEGORY FOOD: Tesco Tortilla Chips

Platinum Pentaward 2008

Best of the Category: Food

Brand: Tesco Tortilla Chips
Entrant: Pemberton & Whitefoord
Country: UK
Website:  http://www.p-and-w.com

The Platinum FOOD was won by the Pemberton & Whitefoord agency of London for a range of Tortilla chips for the retailer Tesco. The agency created “the Bandito”, a comical character who changes outfit and accessories according to the type of chips, bringing a touch of humour to a product which is, after all, fairly mundane. He is dressed in a Hawaiian shirt with sunglasses and a portable phone for the Cool Bandito version, has a water bottle extinguisher and red cheeks for the Chilli Bandito version, etc. Moreover, the strong colour codes increase the display impact.

PLATINUM - BEST OF THE CATEGORY BODY: Schwarzkopf Professional - OSiS+ Design Mix

Platinum Pentaward 2008

 
Best of the Category: Body

Brand: Schwarzkopf Professional - OSiS+ Design Mix
Entrant: DesignBridge Nederland
Country: Holland
Website:  http://www.designbridge.com

The Platinum BODY goes to the DesignBridge agency of Amsterdam for the Schwarzkopf Professional OSiS+ range. These hairdressing gels are packaged in containers surrounded by cardboard printed with different textures which exemplify the different results obtained: matt, strong, rough, light, gloss… This packaging is simple, elegant and precise, reflecting perfectly the professional level of the products.

PLATINUM - BEST OF THE CATEGORY OTHER MARKETS: Spark

Platinum Pentaward 2008 

Best of the Category: Other markets

Brand: Spark
Entrant: Aekyung
Country: Korea
Website:  http://www.aekyung.co.kr

The Platinum OTHER MARKETS is awarded to Aekyung of Seoul for the Spark laundry detergent box. In the shape of a washing machine, this box speaks a universal language.
No need for further explanation to the consumer. He instantly understands the type of product and its use and furthermore he can see how much product is left in the box, making re-purchase easier. This package is multi-use as it can be filled again with a refill.

PLATINUM - BEST OF THE CATEGORY LUXURY: Yaoki

Platinum Pentaward 2008 

Best of the Category: Luxury

Brand: Yaoki
Entrant: Dentsu Kyushu Inc.
Country: Japan
Website:  http://www.dentsu.co.jp

The Platinum LUXURY goes to DENTSU Kyushu of Japan for a very elegant Yaoki sake bottle with a white refined shape and a rounded base, allowing the (self-righting) bottle to regain its vertical position by itself. This sake based on potatoes and the Arita porcelain from which the flask is made are famous on the Japanese island of Kyushu.
The message, drawn from an ancient proverb, says “If you fall seven times, get up eight times”; in other words, “Never give up”, like this bottle which always regains its vertical position.