Coca-Cola says its ‘one brand’ marketing approach turns its packaging into a ‘billboard’ that packs a punch and counteracts the brand’s diluted presence on shelf.
Coke is rolling out its new ‘one brand’ packaging design across all its cans and bottles in Australia this month almost a year to the day after announcing the biggest marketing overhaul in its history.
Speaking at an event in Sydney today, Coca-Cola’s James Sommerville, vice president of global design and the architect of the design, says the brand was being diluted in store and on shelf with the different designs across Coke Zero, Coke Life and Diet Coke.
The change to cans and bottles means the Coca-Cola original, Diet Coke, Coke Zero and Coke Life variants will all adopt the ‘red disk’ branding assets across every element of packaging.
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