Bye Bye Silver Diet Coke, Coca-Cola Reveals New ‘One-Brand’ Packaging

Bye Bye Silver Diet Coke, Coca-Cola Reveals New ‘One-Brand’ Packaging
SHARE
THIS



In a move that will extend the Coca-Cola’s “One Brand” global marketing strategy, Coca-Cola has announced it’s redesigning the cans of each of its variation— Diet Coke, Coke Zero and stevia-infused Coca-Cola Life —around the signature red colour of original Coke.

In January this year, Coca-Cola announced it was scrapping the tagline ‘‘Open Happiness’ and replaced it with a new brand motto of ‘Taste The Feeling’. The global marketing campaign included a total revamp of Coca-Cola’s campaign images, visual identity system, musical anthem and audio signature, customisable interactive digital experience and 10 TVCs.

The new designs will help consumers make informed choices by identifying each product with its signature color – black for Coke Zero, silver for Diet Coke and green for Coca-Cola Life – and including the product’s unique name and benefits.

b16fce77d9d34763a84ee47f744c5969

1461012408167

“Packaging is our most visible and valuable asset,” said Marcos de Quinto, chief marketing officer, The Coca-Cola Company in a press release. “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 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.

Coke will be debuting the revamped cans in Mexico next month and then rolling out the new designs across other markets throughout 2016 and into 2017. There is no announcement when the revamped designs will hit Australia.

Please login with linkedin to comment

Sirens

Latest News

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]