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April 25, 2016
Coke Debuts One-Brand Packaging: Red Disc Features Prominently on All Trademark Coca-Cola Products in Mexico
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 Coca-Cola Red Disc on bottles and cans of all four Trademark Coke brands - Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light and Coca-Cola Life - tonight at an event in Mexico City.
“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 Coca-Cola Red Disc 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 new designs will help consumers make informed choices, de Quinto explained, by identifying each Coca-Cola product with its signature color - black for Coke Zero, silver for Coca-Cola Light/Diet Coke and green for Coca-Cola Life - and including the product’s unique name and benefits.
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, however, Coca-Cola will not make any changes to packaging this year due to an already packed marketing and promotional calendar.
#TasteTheFeeling is the new 2016 #CocaCola #AdCampaign https://t.co/CueADb3F6P
— Global Giants (@GlobalGiants) April 25, 2016
|GlobalGiants.Com|
Edited & Posted by the Editor | 6:47 AM | Link to this Post
