Coca-Cola is embarking on a major shake-up of its marketing strategy that will see it bring all Coke variants under one master Coca-Cola brand as part of the next chapter of its evolution.
It is wrapping all four distinct brands – classic Coke, Diet Coke, Coke Zero and Coke Life, under one master brand marketing banner: Coca-Cola, in a bid to drive unity across the portfolio. Although all four will feature in future campaigns, Coke will be able to hero whichever variant is relevant to the campaign, as demonstrated in the out-of-home campaign to the right.
Due to hit shelves from next week, the new branding on Coke Zero, Diet Coke and Coke Life has been designed to emphasise the distinct characteristics of each Coca-Cola product, making choice clearer for consumers. Though each variant will continue to have a distinct colour – red, black, silver and green respectively, the branding on pack will be uniform with the Cola-Cola trademark made larger and more visible.
Jon Woods, General Manager at Coca-Cola GB & Ireland, said:
Coca-Cola is one of the best-loved and most iconic brands in the world. 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.”
“By focusing on building one brand and extending the appeal of the original Coca-Cola across our lower and no sugar variants we believe we can drive sustainable growth for our business in Great Britain in the years ahead.
via Brand Republic