Coca-Cola have just launched a new “One-Brand” marketing strategy. Initially, it will be implemented in Mexico and it will be rolled out to other markets through 2016 and into 2017. The “One-Brand” strategy focuses on new packaging that unites all Trademark Coke products (Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life) under a single visual identity system anchored by the iconic Coca-Cola Red Disc.
The new packaging designs are a shift in the visual language in which the classic Red Disc is more prominent than other elements associated with the brand. The Red Disc was first introduced in the 1930s and over the years became synonymous with great taste, uplift and refreshment.
Consistency Of Message
Coca-Cola recognises packaging is, in essence, its most visible and most valuable owned media asset. Whilst Coca-Cola engages in a broad range of very effective online and offline advertising campaigns, consumers physically touch a Coca-Cola bottle/can and the packaging is highly visible in most stores and bars etc.
The design aims to be “bold” while “preserving simplicity” and the use of the Coca-Cola Red Disc across all of its Trademark Coke products will create a single voice across all its brands.
This change in packaging design will be supported by a “Taste the Feeling” global advertising campaign which will also feature the Coca-Cola Red Disc. The result will be a consistent brand signature that refreshes the familiar Red Disc icon, yet applies it in a systematic and modern way and communicates the message that Coca-Cola, any Coca-Cola is the real thing.
This new strategy by Coca-Cola has the sole purpose of simplifying the customer purchasing decision by clearly associating, through packaging, its more popular brands with its less popular brands. Coca-Cola believe it will help people more easily identify and “encourage people to choose no sugar” drink options such as Coca-Cola Zero Sugar. This is an important strategic move for the brand to boost “no sugar” drinks as governments begin to clamp down on companies selling drinks with a high sugar content, i.e sugar tax. In Ireland, we can expect to see the new packaging as it is rolled out through 2016 and into 2017.
For smaller businesses we can all learn from Coca-Cola who invest millions in consumer and market research. Don’t over complicate your branding, keep it simple and keep your branding consistent across all points of contact with the consumer: company and product packaging, traditional and digital advertising, social media platforms and website, business cards, letterheads and emails. This approach will ensure that all your company’s products are immediately identifiable as part of your company portfolio.
Images Source: Coca-Colacompany.com
I hold an MSc in Digital Marketing from Michael Smurfit Graduate Business School, UCD and I am Google Adwords Certified.
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