The launches – which will roll out this year in countries including Spain, the United States and 11 markets in the Northwest Europe and Nordics region – will test the effectiveness of applying familiar Coca-Cola imagery and brand personality more prominently across the Coke Trademark. This approach aims to simplify and visually connect the “Coca-Cola family" while supporting the company's commitment to offer choice, with more clarity and more investment behind all
While the company’s nearly-129-year-old flagship brand will clearly be positioned as the head of the
“We built a visual identity system that takes Coke’s universally cherished and immediately recognizable elements – including the Spencerian script and dynamic ribbon – and links them to all variants,” explains James Sommerville, VP, Global Design.
Two Packaging DesignsParticipating markets will launch one of two packaging design approaches. The first, “Monocolor” (pictured above), features single-colored packaging for each brand and a horizontal typography that visually connects packs when lined up side by side on the shelf or in a cooler. This design will be launched in 11 markets in the Northwest Europe and Nordics region including: Finland, Iceland, Great Britain, Ireland, France, Denmark, Norway, Sweden, Belgium, the Netherlands and Luxembourg.
The “Split” design (pictured below), which will launch in Spain, sports a horizontally divided look, with Coke red appearing above the horizontal ribbon on every pack, and the variant’s signature color appearing below.
No- and low-calorie
“This move puts choice for consumers at the heart of our marketing strategy. It extends the iconicity of
In the U.S., Coca-Cola Trademark brands are taking a test and learn approach to the global marketing approach pilot. The U.S. will be focusing on packaging design, applying a version of the “Monocolor” design across
More on Journey
Growth Market: How Strong Demand for Smaller Packages is Leading the
Coca-ColaSystem to Invest in Plants Around the Country
- A Storied Space: Behind the Scenes and Songs at Nashville's Intimate Bluebird Café
Coca-ColaLaunches Crowdsourcing Challenges to Find Next-Generation Sweetener Innovations
Coca-ColaLaunch Beverage Pairing Meal Kits
- 'Soda' or 'Pop'?: Map Shows Geographic Differences in Americans' Preferred Term for Soft Drinks