Coca-Cola's personality and uniformity make packaging a tone

Coca-Cola has moved away from its custom-made packaging and, after years of evolution, came to a shallow realization that it was just an old label of social trends. As of March this year, the company announced the implementation of its "One Brand" strategy, which aims to unify its brand identity globally. It's not an exaggeration to say that a brand's transformation is like giving it a new life. Just as Coca-Cola was reimagining its identity, it wasn't a static state—it was something that grew and evolved with time. In contrast to the personalized packaging seen in recent years, Coca-Cola has now unified the colors of its classic Coke, Coca-Cola Zero, Diet Coke, and new CokeLife products into one cohesive design. This strategy is being rolled out across markets such as the UK, Ireland, France, Belgium, the Netherlands, Spain, and Northern Europe, bringing the brand back to its roots. With a higher degree of differentiation in taste and a stronger sense of belonging through standardized packaging, all these efforts reflect the energy and creativity invested by the designers. To find the best-looking new bottle, Coca-Cola held a design competition among its branches in 11 countries. The winning design would embody the feeling of “unity, but each set a child.” Ultimately, all bottles were printed with the iconic Spencer logo and wave pattern. They came in four different colors: red for Classic Coke, green for healthy, low-calorie Life Coke made with natural stevia, black for zero-calorie, low-sugar Zero Coke, and silver for no-sugar, no-calorie Healthy Coke. There’s no doubt that “unity is there.” This is in stark contrast to the previous “It is not the same” campaign. In the past, the Coca-Cola Israeli branch launched a campaign where over 2 million bottles had unique color-printed packages, each telling Diet Coke fans they are special. However, the uniqueness of an object isn’t defined solely by its printing or packaging. Many human creations differ because of individual thinking and personality—since birth, they have been “not the same.” After years of careful consideration, Coca-Cola finally made a decision. Embodying its slogan, “Choose Happiness,” the company chose its path forward. The East is alive, and so is the South. Although some questioned whether this change was necessary due to declining performance, the return to the brand idea of “Happiness” brought relief. “Happiness” has always been at the core of Coca-Cola, but consumers often associate it more with the classic product than the entire range. The phrase “Choose Happiness” conveys a more proactive attitude than “Opening Happiness” or “Sharing Happiness.” It has become more inclusive, allowing for greater flexibility in how people interpret and embrace it. An initiative to rejuvenate Coca-Cola. The plan is just beginning. Bobby Britain, Marketing Director of Coca-Cola UK and Ireland, said, “Coca-Cola has a rich history of 129 years of presenting happiness. Through this campaign, we are inspiring people to take action and choose happiness.” “These campaigns are also starting points under the One Brand strategy. In the coming months, we will continue to bring exciting plans.” Perhaps, after experiencing its worst year in history, Coca-Cola is actively using various marketing strategies to reignite enthusiasm and boost sales. [Note] China Packaging Information Network is the official website of China Packaging News and China Packaging Industry Magazine. Contact: Gu Yingyi Mobile Phone The following is our WeChat public platform QR code, please pay attention. (Here is an image of a QR code) For more details, please refer to: [link] This article provides insight into Coca-Cola's latest branding strategy and reflects on its journey through different phases of market adaptation. The company continues to evolve while staying true to its core values, aiming to connect with consumers in a more meaningful way.

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