Coca-Cola on Monday revealed how it will extend the company’s “One Brand” global marketing strategy that was announced in March 2015 and highlighted in the “Taste the Feeling” global advertising campaign that kicked off this past January. The new One Brand packaging design features refreshed graphics and a seamless 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 that will launch in Mexico in May. 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,” said Marcos de Quinto, Chief Marketing Officer, The Coca-Cola Company. “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 designs will help consumers make informed choices, de Quinto explained, by identifying 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.
The new packaging graphics were revealed at an event Monday 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.
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. In North America, Coca-Cola is exploring a variety of “One Brand” packaging graphics, but will not make any changes to Trademark Coke packaging this year due to an already packed marketing and promotional calendar that includes the return of Share a Coke this summer.
Coca-Cola’s Global Design team, in collaboration with a network of design agencies, created the new packaging designs over the last 18 months. Learnings from a series of 2015 packaging pilots in 14 countries – which tested various applications of Coca-Cola iconography across all Trademark Coke brands – informed the new-look graphics.
“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, The Coca-Cola Company. “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.”
“By applying the disc across the Coca-Cola Trademark, we’re using a signature asset in a contemporary and surprising way to share the equity of Coca-Cola across all trademark products,” Sommerville added in a Q&A. “Consumers will see the Coca-Cola Red Disc in all global markets at the end of our “Taste the Feeling” TV ads, in our print ads and on our billboards. Using this same device on packaging completes the picture. Although the Red Disc is not always presented in exactly the same way – whether it’s placed around a pack or animating in a TV ad – the result is a consistent brand signature that refreshes our familiar Red Disc icon, yet applies it in a systematic and modern way.”
Refreshing Coca-Cola’s packaging is a huge design challenge, Coca-Cola allowed: “Above all, it was critical for the final solution to communicate the “One Brand” strategy. We also set out to build on the core design principles of being bold and leveraging the power of red, while preserving our simplicity and iconicity. During our design process, we saw the Red Disc as the one design element that could unite the trademark visually. Coca-Cola, any Coca-Cola is refreshing, uplifting and delicious… and the presence of the Red Disc on our new packaging communicates that message.”
“This also marks the first time in our 130-year history that Coca-Cola’s visual identity system has been shared across not only all media, but all Trademark products. We’ve been asked why we didn’t focus more on the iconic contour bottle, Spencerian Script or the Dynamic Ribbon device. They are all very important to the Coca-Cola brand identity system, and will continue to play a key role in Coke’s visual identity, but we believe the disc leverages our unique heritage, in a contemporary and timeless way while also using a universal shape.”
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” (watch below) – in addition to more than 100 campaign images, a visual identity system and a music anthem and audio signature.