Coca-Cola launches new graphics as part of its “one Brand” strategy
19 April 2016 • Author(s): Victoria White, Digital Content Producer
Coca-Cola has announced the launch of new graphics as part of its “one Brand” global marketing strategy.
The new graphics use one visual identity system featuring Coca-Cola Red as a unifying colour 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. The company says 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 colour 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:
- Original Taste (or Classic in select markets)
- Light/Diet: Crisp Taste, No Calories
- Zero: Zero Sugar
- Life: Less Sugar, With Stevia Leaf Extract
Commenting on the company’s new “one Brand” graphics, Marcos de Quinto, Chief Marketing Officer, said: “Packaging is our most visible and valuable asset. 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.”
New graphics revealed at an event in Mexico
The new packaging graphics were revealed at an event 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,” said James Sommerville, Vice President Global Design. “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.”
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