Coca-Cola is announcing tonight a major global packaging shift as part of its push towards a "one brand" strategy.
The new packaging for the entire Coca-Cola trademark will feature the brand's signature "Red Disc," which figures prominently in the new "Taste the Feeling" campaign. The graphic visually unifies Coke, Diet Coke, Coke Zero and Coca-Cola Life. The new design will hit shelves in Mexico the first week of May and then roll out globally throughout 2016 and 2017. Packaging changes won't come to the U.S. until at least next year.
"Coca-Cola North America is exploring a variety of 'One Brand' packaging graphics for the Coca-Cola trademark," said Judith Snyder, a spokeswoman for Coca-Cola. "Due to an already packed promotion and marketing calendar, there will not be any changes made in 2016. The results of testing in North America will inform their packaging considerations for the Coca-Cola trademark in 2017 and beyond."
The brand must also decide how to integrate Diet Coke, which is the only variety to use the word "Coke" on packaging in certain markets. The new packaging all features a unified look utilizing the script Coca-Cola. "In markets like the United States where Diet Coke has a large and loyal fanbase, the business is considering how it will integrate Diet Coke into the 'One Brand' strategy," Ms. Snyder said.
"Packaging is our most visible and valuable asset," said Marcos de Quinto, chief marketing officer at Coca-Cola, in a statement. "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 changes, announced at an event in Mexico on Monday, represent an historic shift for the company. "The unification of the brands through design marks the first time in our 130-year history that the iconic Coca-Cola visual identity has been shared across products in such a prominent way," said James Sommerville, Coca-Cola's VP-global design, in a statement.
Read the full story on Coke's new packaging on Adage.com.
Contributing: E.J. Schultz