US-based beverage producer Coca-Cola has unveiled a series of new graphics for packaging in Mexico.
The packaging revamp is part of the company’s new global marketing strategy, One Brand, which aims to bring all its cola brands under one global creative campaign, known as Taste the Feeling.
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The new graphics feature the Coca-Cola Red Disc as a unifying colour on bottles and cans of all four Coke Trademark brands including 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 packaging design features a range of colours, such as black for Coke Zero, silver for Coca-Cola Light / Diet Coke, and green for Coca-Cola Life.
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By GlobalDataIt is scheduled to be rolled out in Mexico in May, followed by a launch in other countries in 2016.
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 utilises a historical brand icon to present the range of Coca-Cola products available today in a contemporary and simple way.”
Image: Coca-Cola “One Brand” Packaging 355ml can line-up. Photo: courtesy of Coca-Cola.
