Coca-Cola has unveiled a series of new graphics for packaging in Mexico, as part of its new global marketing strategy – ‘One Brand’.
The new graphics feature the Coca-Cola Red Disc as a unifying color on bottles and cans of all four Coke Trademark brands. These brands include Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light and Coca-Cola Life.
Coca-Cola Company chief marketing officer Marcos de Quinto said: "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 new One Brand global marketing strategy is intended to bring all cola brands under one global creative campaign, known as "Taste the Feeling."
Coca-Cola said that the new packaging design will allow consumers to select the Coca-Cola product with its signature colors such as black for Coke Zero, silver for Coca-Cola Light/Diet Coke and green for Coca-Cola Life. The firm is planning to offer the new packaging in Mexico in the first week of May, while similar versions of the Red Disc graphics are scheduled to be rolled out in other countries throughout 2016 and into 2017.
Coca-Cola Company global design vice president James Sommerville said: "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."
Image: Coca-Cola's 8oz glass bottle line up. Photo: courtesy of THE COCA-COLA COMPANY.
