Coca-Cola reveals ‘one-brand’ packaging
By Canadian Packaging staff
Design & Innovation General Coca-Cola Coca-Cola brandingMexico is first market to adopt graphics featuring iconic red disc prominently across Coca-Cola trademark products - with additional markets to roll out throughout 2016 and into 2017.
MEXICO CITY—In a move that will extend the Company’s “One Brand” global marketing strategy to packaging, Coca-Cola has announced the launch of new graphics that use one visual identity system featuring Coca-Cola Red as a unifying color across the Trademark.
The Red Disc, the signature element of the new “Taste the Feeling” global creative campaign launched in January, will now appear prominently on packaging. Further underscoring the Company’s commitment to provide choice, the new packaging is designed to enable consumers to choose the Coca-Cola that best suits their taste, lifestyle and diet.
To clearly identify each product, the signature color is featured throughout the packs – black for Zero, silver for Light/Diet and green for Life. The new graphics will also include the unique product name and benefits on front of pack to help consumers make an informed choice:
- Coca-Cola Original Taste (or Classic in select markets);
- Coca-Cola Light/Diet: Crisp Taste, No Calories;
- Coca-Cola Zero: Zero Sugar;
- Coca-Cola Life: Less Sugar, With Stevia Leaf Extract.
“Packaging is our most visible and valuable asset,” says The Coca-Cola Company chief marketing officer Marcos de Quinto. “The Coca-Cola Red Disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment. By applying it to our packaging in such a bold way, we are taking the next step towards full adoption of the “One Brand” strategy, uniting the Coca-Cola family under one visual identity and making it even easier for consumers to choose their Coca-Cola with or without calories, with or without caffeine.”
The new packaging graphics were revealed at an event this evening to celebrate the roll out of the “One Brand” approach in Mexico. New packaging will be available in stores in Mexico the first week of May. Similar versions of the Red Disc graphics will roll out into additional markets around the world throughout 2016 and into 2017.
“The unification of the brands through design, marks the first time in our 130-year history that the iconic Coca-Cola visual identity has been shared across products in such a prominent way,” says The Coca-Cola Company vic e-president global design James Sommerville. “When applied across packaging, retail, equipment and experiential, this new approach becomes a global design language that utilizes a historical brand icon to present the range of Coca-Cola products available today in a contemporary and simple way.”
The Company recently announced the launch of the “One Brand” approach, which extends the global equity and iconic appeal of original Coca-Cola across the Trademark and is designed to enable consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet. In support of the strategy, the Company unveiled “Taste the Feeling”, which is now live in 195 markets and includes 12 television commercials – three that debuted for the first time in Mexico: “Professor”, “Empty Bottles” and “Antarctic Summer” – in addition to more than 100 campaign images, a visual identity system and a music anthem and audio signature.
For more information on the “One Brand” strategy, new packaging graphics and “Taste the Feeling” campaign, please visit www.coca-colacompany.com/onebrandpackaging.
About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands and more than 3,800 beverage choices. Led by Coca-Cola, one of the world’s most valuable and recognizable brands, our company’s portfolio features 20 billion-dollar brands, 18 of which are available in reduced-, low- or no-calorie options. Its billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the world’s largest beverage distribution system, it is the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. For more information, visit Coca-Cola Journey at www.coca-colacompany.com.
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