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

Coca-Cola has moved away from its custom-made packaging, and after years of trial and error, it became clear that the brand had only been reflecting a fleeting trend in society. As of March this year, Coca-Cola officially launched its "One Brand" strategy, aiming to unify its brand identity globally. It's no exaggeration to say that a brand's evolution is like a new chapter in life. When Coca-Cola was designing its new approach, it wasn't just about maintaining a static image; it was about growth, transformation, and shaping its own destiny. Unlike the personalized packaging that was once in place, Coca-Cola has now unified the colors of its classic Coca-Cola, Coca-Cola Zero, Diet Coke, and the new Coca-Cola Life products into a single package. This initiative covers markets such as the UK, Ireland, France, Belgium, the Netherlands, Spain, and Northern Europe. Once again, Coca-Cola's packaging has returned to a more cohesive look. With a higher level of differentiation in taste and a stronger sense of belonging through standardized packaging, all these changes are driven by the time and energy invested by designers. To find the best-looking new bottle, Coca-Cola held a design competition across 11 countries. The winning design would capture the feeling of "unity with individuality." Eventually, all bottles were printed with the iconic Coca-Cola Spencer logo and large waves. The bottles came in four distinct colors: red for Classic Coke, green for healthy, low-calorie Coca-Cola Life made with natural stevia, black for zero-calorie, low-sugar Coke Zero, and silver for sugar-free, calorie-free Coca-Cola. There’s no doubt that "unity is there." This is in stark contrast to the previous "It Is Different" campaign. Previously, the Coca-Cola Israeli branch launched an initiative where over 2 million bottles featured unique color prints, each one different to tell fans of Diet Coke that they're not ordinary people. However, the uniqueness of an object isn’t determined by digital printing alone. Many human creations are naturally different due to diverse thoughts and perspectives from birth. After many years of consideration, Coca-Cola finally made a decision. Just as its advertising slogan says, “Choose Happiness,” the company chose its path. The East is alive, and the South is alive. Although some in the industry questioned whether this change was necessary due to declining performance, the return to the brand idea of “Happiness” brought relief. “Happiness” has always been the core concept of Coca-Cola, but consumers often associate it more with the classic product than with the entire range. The slogan “Choose Happiness” conveys a more active attitude compared to “Open Happiness” or “Share Happiness.” In terms of product mix, it has become more inclusive. Simply put, choosing happiness allows for greater flexibility. 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 in spreading happiness. Through this campaign, we’re inspiring people to take action and choose happiness.” “These campaigns are also the 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 restore sales. [Note] China Packaging Information Network is the official website of China Packaging News and China Packaging Industry Magazine. Contact: Gu Yingyi Mobile Phone Please follow our WeChat public platform QR code below.

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