THE OPPORTUNITY
With more than 140 years of expertise in herbs and spices, Austrian-based Kotányi knows getting flavour right is just as important as the packaging used for their contents.
Whilst launching a new blend of spices aimed at a younger ‘Generation Z’ consumer base (those born between 1997 and 2012), Kotányi looked for a packaging partner to modernise their spice containers and help bring their marketing vision to life.
THE STRATEGY
Partnering with Sonoco, a global packaging leader with over 125 years of experience, Kotányi brought its contemporary spice range to market in the recyclable GreenCan® container — the centrepiece of a bold, multi-channel marketing campaign. The approach featured over 2,000 billboards, two branded trams across Vienna and a targeted social influencer campaign designed to capture the attention of younger, health-motivated and environmentally conscious consumers.
Beyond its striking shelf appeal, GreenCan met the brand’s sustainability goals with up to 94% fiber, including 69% post-consumer recycled material and an integrated paper lid. Its bright, contemporary labels and versatile design complemented the fresh promotions — blending performance, aesthetics and purpose with two heritage-rich companies at the helm.
“The GreenCan was the clear choice for our packaging – aligning perfectly with our environmental values,” said Alexandra Mayr, Marketing Manager at Kotányi. “Our innovative flavours were specifically developed for a younger audience and combined with the high paper content, we strengthen our brand mission, which is ‘Our innovation shapes your enjoyment.’”
GREENCAN® CAMPAIGN RESULTS
Since the spring 2025 launch, the new Kotányi spice container has received overwhelmingly positive feedback from retail partners, end-consumers and influencers key to the promotional campaign. The innovative flavours and eco-friendly designs have been praised as a bold step forward, supporting Kotányi’s position and demonstrating how legacy brands can evolve to meet modern demands without compromising on quality, values or performance.
ABOUT THE COMPANIES
Founded in 1881, Kotányi is a fourth-generation family business and global leader in premium herbs and spices. With over 4,500 seasoning products, they add exceptional flavors with a team of 600 employees who’re passionate about creating high-quality spices.
Rooted in Austrian tradition, Kotányi sets food trends, inspires cooks and shapes the culinary zeitgeist. As a leading international brand, they are committed to innovation and quality. For more: kotanyi.com/at/.
Sonoco, a more than 125-year-old packaging provider, specialises in all types of packaging including metal and paper containers for food, snacks, beverage, pet, pharma and cosmetics.
