Coca-Cola launches new ‘One Brand’ label campaign

Coca-Cola says its one brand marketing approach turns its packaging into a billboard that packs a punch and counteracts the brand’s diluted presence on shelf. Coke is rolling out its new one brand packaging design across all its cans and bottles in Australia this month almost a year to the day after announcing the biggest marketing overhaul in its history.

Key Takeaways:

• After months of industry teasers, Coca-Cola today launched its new, worldwide packaging design, touted as the most significant design change the 130 year history of the world’s favourite carbonated beverage.
• Until the change Coke Zero was packaged in black, while the classic Diet Coke was always packaged in silver.
• Mr Sommerville revealed that he took his inspiration from Coca-Cola’s Visual Design Guide 1970, borrowing from the simplicity of the graphic work which he said was “way ahead of its time”.

“The significance of the redesign is that for the first time ever, all Coca-Cola variants are packaged in a red can.”

http://c-store.com.au/2017/02/02/coca-cola-launches-new-label-campaign/