Coca-Cola to unite branding
With global Coca-Cola sales dwindling somewhat, it looks like the brand is looking back to the past - and the nostalgia it might invoke in consumers - to boost sales.
With global Coca-Cola sales dwindling somewhat, it looks like the brand is looking back to the past – and the nostalgia it might invoke in consumers – to boost sales.
According to reports, Coca-Cola Spain is uniting all of its branding: Coca-Cola, Coke Zero, Diet Coke, and Coke Zero Zero into a unified design based upon Coca-Cola’s iconic, original red and white packaging. A silver, black, or copper strip will distinguish the different variants.
“The new strategy of ‘single brand’ communication will also unify the various products: if before a different kind of advertising and merchandising [differentiated] the three sub-brands, now [we] see the Coca-Cola brand supporting all variants”, Coca-Cola said, in a Q&A.
It’s still unclear if this is a universal strategy, or if Coca-Cola is using Spain as a guinea pig.
Such a strong branding strategy via revoking the memories of the past with the old design ..
Personally I’m not a fan. Whilst the coke red-and-white is iconic, this homogeneity will just lead to unnecessary confusion for both retailers and consumers, and probably others too. Different products need more distinguishing packaging or consumers will feel frustrated and conned, potentially.
Not a fan of this look, although I’m sure it’ll be a better design than the mock-up here…