Coca-Cola Unifies Brand Packaging

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Coca-Cola Unifies Brand Packaging

By Jamie Grill-Goodman - 05/24/2016
In the first week of May, Mexican consumers got a first glimpse of Coca-Cola's new One Brand packaging as the company rolled it out to stores in Mexico first, as part of the company's  “One Brand” global marketing strategy.  New graphics use one visual identity system featuring Coca-Cola Red as a unifying color across the Trademark. Similar versions will roll out into additional markets around the world throughout 2016 and into 2017.

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 new packaging is designed to enable consumers to choose a product more clearly. 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:

• 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

The company recently announced the launch of the “One Brand” approach and 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” - in addition to more than 100 campaign images, a visual identity system and a music anthem and audio signature.