Coke’s new “One-Brand” marketing strategy is officially making its way to store shelves and beverage coolers, starting in Mexico.
Executives unveiled a series of new graphics, which put a contemporary spin on a classic icon by prominently featuring the
“Packaging is our most visible and valuable asset,” said Chief Marketing Officer Marcos de Quinto, who presented the new packaging within the context of the “One-Brand” strategy and supporting “Taste the Feeling” creative campaign. “By applying the
The new designs will help consumers make informed choices, de Quinto explained, by identifying each
The new packaging will be available in Mexico the first week of May. Like the staggered rollout of the “Taste the Feeling” campaign, similar versions of the Red Disc graphics will reach additional countries throughout 2016 and into 2017. In North America, Coca-Cola is TESTING a variety of “One-Brand” packaging graphics, but will not make any changes to packaging this year due to an already packed marketing and promotional calendar. Coca-Cola North America continues to consider how it will integrate Diet Coke into the “One Brand” strategy.
Coca-Cola’s Global Design team, in collaboration with a network of design agencies, created the new packaging designs over the last 18 months. Learnings from a series of 2015 packaging pilots in 14 countries – which tested various applications of
“The unification of the brands through design marks the first time in our 130-year history that the iconic
First introduced in the 1930s on hand-painted