When a brand as iconic as Coca-Cola decides to change its packaging, it is a big deal. As we all know, over the years the soda giant has chosen different colors to diversify its products: red is the classic Coca-Cola, silver is loved by Diet Coke fans, and black has been reserved for the Coke Zero drinkers.
In a move that will extend the company’s ‘One Brand’ global marketing strategy for its packaging, Coca-Cola has announced the launch of new graphics that use one visual identity system featuring the ‘Coca-Cola Red’ as a unifying color across the trademark.
The ‘Red Disc’, described as the signature visual element of the new ‘Taste the Feeling’ global creative campaign, will now appear more prominently on the Coca Cola packaging.
“By applying the Coca-Cola Red Disc to our packaging, we are 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,” Coke chief marketing officer Marcos de Quinto said in a statement.
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 individual product name on the front of the pack.
“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, Coca-Cola’s vice president global design.
Mexico will become the first market to adopt the new graphics. Other markets will roll them out throughout 2016 and into 2017.