Coca-Cola reveals 'One Brand' packaging

19 Apr 2016
Coca-Cola 'one-brand'-packaging

In a move that will extend the Company’s 'One Brand' global marketing strategy to packaging, Coca-Cola has announced the launch of new graphics that use one 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. 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 company say that the new graphics will also include the unique product name and benefits on front of pack to help consumers make an informed choice. 

 

'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. 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 Red Disc graphics will roll out into markets around the world throughout 2016 and into 2017.