Coca-Cola launches ‘one brand’ packaging

By Rachel Arthur

- Last updated on GMT

Coca-Cola launches ‘one brand’ packaging

Related tags Coca-cola

Coca-Cola has launched new packaging to accompany its ‘one brand’ marketing strategy, featuring the red disc across Coca-Cola trademark products.

Mexico will be the first market to use the graphics, with new packages reaching shelves in the first week of May. The packaging will be rolled out to additional markets in 2016 and 2017.

The red disc is a signature element of Coca-Cola’s new ‘Taste the Feeling’ global campaign, which was launched in January.  The ‘one brand’ strategy seeks to extend the appeal of the flagship Coca-Cola brand across the other variants, underscoring a commitment to choice.

The color associated with each product (black for zero, silver for light/diet and green for life) is also featured on each pack. Each pack will also contain a descriptor of what each product offers (Coca-Cola Life, for example, explains that the product has ‘less sugar, with stevia leaf extract’)

James Sommerville, vice president global design, The Coca-Cola Company, said the new design aims to use a historical brand icon to present today’s range of Coca-Cola products in a simple and contemporary way.

“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,” ​he added. 

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