Coca-Cola – making Christmas multipacks accessible for shoppers with sight loss

As part of a high profile trial with Coca-Cola Great Britain, promotional multipacks of Coca-Cola feature NaviLens technology for the first time.

This cutting-edge NaviLens technology enables blind and partially sighted shoppers to access key product information via their smartphone by detecting a unique on-pack code. The phone can then play back labelling information to shoppers, helping them to shop independently and with confidence.

RNIB has led the way in accessible products and services by campaigning and working collaboratively with many major brands and organisations. This collaboration highlights how big brands can put accessibility at the forefront of design and packaging decisions and be a real catalyst for change.

The Coca-Cola Great Britain collaboration follows our 2021 ‘What’s in Store’ campaign and the accompanying video, which raised awareness of how it feels to be confronted with inaccessible packaging.

Laura Moon, Senior Brand Manager at Coca-Cola Great Britain, said: “As we continue to make our drinks available and accessible to everyone, we are extremely pleased to partner with RNIB to support blind and partially sighted people find out more information about Coca-Cola and the options available to them on shelf.”

NaviLens is an optical smart code that can be accessed from smartphones from the camera, like QR codes. Consumers can download the NaviLens and NaviLens GO app and then simply point the smartphone camera in the general direction of the packaging, which can be detected at a greater distance to a standard QR code. The product information contained within the code is presented and then accessed through the user’s smartphone.

RNIB is a founder of the PAC IOU Charter which calls on the packaging industry to embed inclusivity and accessibility into all aspects of the package design process so packaging is accessible to everyone.