Saturday 26 May 2018

Coca Cola cans won't look like this for much longer...drinks giant in rebrand

Michael Cogley

Michael Cogley

The silver Diet Coke can is about to have a big red disc slapped on it. In fact so too is Coke's "Zero" and "Life" cans as the company looks to create a more uniform line-up.

Coke describe its packaging as its most "visible and valuable asset" so you can imagine any change to the status quo on it is a pretty big deal for the soft drink giant.

The new line up of Coke cans
The new line up of Coke cans

The company is bringing in the change to align its products with its "One-Brand" marketing strategy, which is to support the firm's slogan change to "Taste the Feeling".

The main reasoning behind the move Coke says is to stamp the Coca Cola identity across all of its products in a prominent way.

"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," said Coke's vice president of global design James Sommerville.

Coke first introduced the red disc as part of its branding in the 1930s.

Here's how the new Coke bottles will look
Here's how the new Coke bottles will look

Mr Sommerville said the new design will be applied across all global packaging templates.

"When you see the lineup, you see a common language, a single voice – but used in different ways depending on the treatment, environment, country and context."

Coke is in the process of a $3bn cost cutting programme after it missed profitability targets over the last two years.

Diet Coke sales fell by around 6pc last year while sales of the flagship Coke increased by 1pc.

The new packaging is being tried in New Mexico first and will be moved to new markets later this year and in 2017.

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