Coca-Cola launches new designs and “one brand” strategy

Turner Duckworth has created the new Coca-Cola visual concept, which sees a uniform look introduced across the Coca-Cola range. Epoch Design has worked on UK packaging, while Bulletproof has worked on other touchpoints, including digital.

New Coca-Cola can designs, showing the uniform look across the range
New Coca-Cola can designs, showing the uniform look across the range

Coca-Cola is revamping its UK packaging designs under a new “one brand” strategy that will aim to bring all the company’s products under one brand – Coca-Cola.

The new visual concept has been been created by Turner Duckworth, which has worked on previous packaging designs for Coca-Cola including the 2012 cropped Diet Coke cans. Epoch Design has created the new UK packaging designs, while Bulletproof has worked across other touchpoints, including digital.

Turner Duckworth's 2012 cropped can designs for Diet Coke
Turner Duckworth’s 2012 cropped can designs for Diet Coke

The new designs see a unified look brought in across Coca-Cola’s range. All packaging now features the Coca-Cola (or Diet Coke) branding, with variants including Coca-Cola Life and Coca-Cola Zero differentiated by colour.

Coca-Cola says the new packaging designs will also feature “clearer descriptors to highlight the benefits of each Coca-Cola – for example, ‘zero sugar, zero calories’.”

The new packaging will also feature the UK Government’s front-of-pack nutritional labelling scheme.

Coca-Cola says the new “one brand” strategy has come about because “not all British consumers fully understand the choice offered within the Coca-Cola trademark”.

The new packaging designs will hit shelves in the UK between now and May.

Example of new Coca-Cola outdoor advertising
Example of new Coca-Cola outdoor advertising

The brand says this new strategy will also be used in its advertising, with future Coca-Cola advertising set to feature the full range of Coca-Cola variants and low- and no-sugar Coca-Cola products appearing in the final frames of all television advertising.

General manager of Coca-Cola Great Britain & Ireland Jon Woods says: “With our new ‘one brand’ approach, we are uniting four distinct brands under the umbrella of Coca-Cola.

“We believe our no and lower sugar variants will benefit from this closer association with Coca-Cola and that featuring all variants in our advertising will make clear to more consumers the full choice we offer them, “ he adds.

This year also marks the 100-year anniversary of Coca-Cola’s iconic bottle designs – which designers have “mashed-up” for a new exhibition in the US.

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Comments
  • Harrison Reed March 6, 2015 at 10:20 am

    Is this a bit like the Emperors new clothes? I know its Turner Duckworth, and its Coke, and we’re all supposed to go WOW! they’ve stripped it right back and done it again, but I’m a bit underwhelmed. In recent times it seems like the can has become an exercise in how big can the logo go and still be recognised as Coke. There was something beautiful in seeing the whole logo going up the pack, with the swoosh as well, and the awkward crop and horizontal format is a little jarring. If it aint broke…

  • David Stockfis March 9, 2015 at 10:54 am

    Coca-Cola Spain launched different can designs last week.

    http://www.cocacola.es/nosotros/marca-unica-Coca-Cola-Espana#.VPzdamTF9WU

    It’ll be interesting to see if they keep using both or drop one in favour of the other.

  • Rahil Khan March 10, 2015 at 5:23 pm

    Perhaps it is not as edgy as some of the original designs which kept the packaging interesting, However, I quite like the consistent and uniform appeal. For me there is a strong range differentiation and the communication of clear benefits within each variant is very consumer friendly

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