New York: Now Coca-Cola, Diet Coke, Coke Zero, and Coke Life will share a single branded visual around the world, unified by a red disc.
The world’s biggest beverage maker says cans and bottles will prominently feature a “red disc” reminiscent of regular Coke, in addition to the colours already associated with each brand.
Diet Coke fans may soon feel more like they’re drinking “the real thing.”
The world’s biggest beverage maker says cans and bottles will prominently feature a “red disc” reminiscent of regular Coke, in addition to the colours already associated with each brand.
After the rebrand the red disc will literally appear on every can of Coke, giving brand equity to newcomers in the Coke Life. The packaging will not be identical around the world, but the design language, which also includes the color red and the disk—will be.
Diet Coke cans are silver. Coke Zero cans are black. Coke Life, which is made with a mix of stevia and sugar, features green.
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The Atlanta company says the one brand look will roll out in Mexico next month, then spread to other countries.
In its flagship U.S. market, however, Coke says it’s still testing its options and that no changes are planned for this year.
The change is intended to strengthen the Coke name and maximize advertising dollars, not treat Diet Coke and Coke Zero as separate brands.
Coca-Cola Co. is trying to reinvigorate its business, which is facing intensifying competition and changing customer habits around the world. The efforts have included slashing costs, with the goal of investing the savings in marketing.
(With AP inputs)
