Coca-Cola reveals new “One-Brand” packaging
The world’s largest beverage company unveiled a series of new graphics, which put a contemporary spin on a classic icon, the Coca-Cola Red Disc, on bottles and cans of all four Trademark Coke brands.
The new designs will help consumers identify each Coca-Cola product with its signature color – black for Coke Zero, silver for Coca-Cola Light/Diet Coke and green for Coca-Cola Life – and including the product’s unique name and benefits.
“Packaging is our most visible and valuable asset,” said CMO Marcos de Quinto, who presented the new packaging within the context of the “One-Brand” strategy and supporting “Taste the Feeling” creative campaign.
“By applying the Coca-Cola Red Disc 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.”
Coca-Cola’s Global Design team, in collaboration with a network of design agencies, created the packaging designs over the last 18 months.
James Sommerville, Coke’s VP of global design, said “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. 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 new packaging will first appear in Mexico the first week of May. Like the staggered rollout of the “Taste the Feeling” campaign, similar versions of the Red Disc graphics will reach additional countries throughout 2016 and into 2017.