Coca-Cola gets ready for ‘Play’

International drinks giant Coca-Cola is launching an entrant into the growing energy drinks sector, currently dominated by brands such as Red Bull and Lucozade.

The brand, called Play, will launch to the trade in South Africa on Monday and may be extended to further markets if successful.

South African branding and design consultancy Switch has created the identity and packaging for the new brand, Coca-Cola’s first foray into the energy drinks market in the region. It has previously trialed another energy drink, Lift, in Australia and New Zealand.

The identity features purple and orange colourways, a move away from Coca-Cola’s traditional red, and a digital “play button” icon. It also incorporates a medical-style heart monitor, reflecting its status as an energy provider.

According to Switch founding partner Larry Shiller, the new drink may roll out initially in four or five as yet unnamed countries following the launch in South Africa.

A spokeswoman for Coca-Cola Enterprises, the UK arm of the company, says there are no current plans to launch the energy drink in the UK market.

She adds that the South Africa arm of the company is entirely separate and she is not aware of the new product.