The U.S. is "taking a test-and-learn approach to the global
pilot," said a spokeswoman. "We're focusing on packaging design in
2015, and other aspects of the pilot strategy and testing will be
explored based on global learnings and U.S. business results." She
noted that the marketer will continue to run limited-edition
packaging, such as holiday designs, as it has always done.
Spain, where the biggest changes are being made, also happens to
be part of Coca Cola's Iberia Business Unit, which is where newly
named Global Chief Marketing Officer Marcos de Quinto came from
before he was recently promoted.
The European changes seek to unify various Coke varieties under
a more cohesive look, according to a statement issued by Coca-Cola
Great Britain. "Coca-Cola is one of the best-loved and most iconic
brands in the world. With our new 'one brand' approach, we are
uniting four distinct brands under the umbrella of Coca-Cola," Jon
Woods, General Manager of Coca-Cola Great Britain & Ireland,
said in a statement.
Ads will "feature the full range of Coca-Cola variants and so
communicate to consumers the full choice available to them."
Beverage Digest first reported the changes last week.