Coca-Cola Reveals New Design In ‘One Brand’ Campaign (Photo)


By Cooking Panda

Coca-Cola has decided to unify the branding for its four types of Coke, which may cause some confusion when the beverages are introduced in U.S. stores in 2017.

According to Buzzfeed, the regular type of Coca-Cola will remain in the same all-red container. However Diet Coke, also known as Coca-Cola Light in various countries, will also be displayed in a predominately red container, but with a silver border. Coke Zero and Coca-Cola Life will have black and green borders, respectively.

The new packaging will debut in Mexico in May 2016, and in various markets throughout 2016 and 2017. Coca-Cola believes the new design will remove distinctions between the four types of Coke. Sales of Diet Coke fell by six percent in 2015, whereas sales Coca-Cola zero increased by six percent. Regular Coke increased one percent worldwide.

“We’re extending the strong brand equity of Coca-Cola across the trademark to offer consumers more choice and to also better promote our great-tasting diet and light portfolio,” said Coca Cola CEO Muhtar Kent. As the organization is attempting to unify all four into one ad campaign under the “One Brand” strategy, the redesign is believed to be a more cost-efficient move for the renowned beverage brand. 

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Sources: Buzzfeed / Photo Credit: Buzzfeed

Tags: beverages, Coca-Cola, one brand strategy, redesign
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