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Coca-Cola Unites Its Brands Under ‘One-Brand’ Packaging

Coca-Cola Unites Its Brands Under ‘One-Brand’ Packaging

New packaging features Coca-Cola Red as a unifying color in the form of a Red Disc

The Red Disc is the signature element of the ‘Taste the Feeling’ global campaign the company launched in January.

Coca-Cola has unveiled new packaging across its brands, uniting them through design for the first time in 130 years. Brands will be distinguished by their distinctive coloring (red, black, silver, and green, respectively), which will still be present on the packaging.

The Red Disc is the signature element of the new ‘Taste the Feeling’ global creative campaign launched by the company in January, which aims to unite all Coke Trademark brands, according to the company.

“Packaging is our most visible and valuable asset,” said Marcos de Quinto, chief marketing officer, The Coca-Cola Company. “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.”

Mexico will be the first market to adopt product with the new packaging, and similar versions are set to roll out in additional markets throughout 2016 and into 2017.

Think you know Coca-Cola? Check out our list of 10 things you didn’t know.


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


#CreativeBranding – Coca Cola’s “One Brand” Strategy – Branding for a Reason -

Coca Cola’s foray into logo-less branding achieved both flawlessly when it removed its labels from its cans. This time, it takes a rather different approach to its branding strategy – it unifies four of its products under one umbrella. And that umbrella is a Red Disc and color coordinated packaging.

The move is a part of Coca Cola&rsquos &ldquoOne Brand&rdquo unification strategy and its &ldquoTaste the Feeling&rdquo campaign. The campaign currently focuses on four of the brand&rsquos products – Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.

As you can see, all four are colored differently and each of the colors spreads to a can tab or bottle cap. And the brand&rsquos Red Disc enjoys center stage in all of the packaging.

We witnessed how Pepsi fizzled in the smart phone race, and Coca-Cola simply couldn&rsquot sit back and let itself be overshadowed. However, What does this strategy mean for the brand? We asked our panelists to throw some light on Coca Cola&rsquos foray into its unification strategy.

Our participants for today are –

    James Sommerville , VP of Global Design at Coca Cola


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