Dive Brief:
- After overhauling its marketing strategy earlier this year in an effort to unify all of its Coke trademark brands, the beverage giant has unveiled new global packaging.
- As a push toward the new "one brand" campaign, "Taste the Feeling," the new designs for all the drinks will feature the campaign's signature element, the Red Disc.
- "Packaging is our most visible and valuable asset," Marcos de Quinto, CMO of The Coca-Cola Company, said in a statement, adding that the seamless packaging will help consumers better identify trademark products.
Dive Insight:
"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," James Sommerville, vice president of global design for The Coca-Cola Company, said in a statement.
As part of the redesign, each of the trademark products will still feature the unique colors: black for Coke Zero, silver for Coca-Cola Light/Diet Coke and green for Coca-Cola Life.
The Coca-Cola Red Disc first made its debut in the company's advertising in the 1930s, and an updated version was introduced as part of the new "Taste the Feeling" campaign. The global packaging redesign will debut first in Mexico in May, though Ad Age reported the new graphics won't begin popping up in the U.S. until next year.
"Taste the Feeling," which will roll out internationally throughout 2016, replaces Coca-Cola's "Open Happiness" campaign, which has run since 2009. The major shift in strategy comes as Coca-Cola is looking to propel revenue growth rather than volume growth.
