Coke, Diet Coke, Coke Zero, Coke Life… One brand, but four VERY different tastes, completely different audiences, and each with distinctive packaging.
Over time, Coca-Cola drinkers have become aware of caloric intake, healthy consciousness, and their overall pallets have changed, causing the brand to create different products and resulting in an audience that has a split identity. Because let’s face it, you really only identify with one group…
How you package a product communicates arguably more than the product itself. Inc.com states it simply:
Every year, 95 percent of new products fail. The reason is simple: Most customers don’t have the time or energy to weigh the advantages and disadvantages of the products in their shopping carts, so they use a shortcut to make their decision. That shortcut is your product’s packaging.
Packaging especially comes into play when an overall brand owns multiple product lines, like Coke does.
- Do you make your individual products stand on their own without the overall brand visible, think: Procter & Gamble’s plethora of products.
- Or do you make the overall brand the focal point of your individual products? Coke is trying to accomplish this strategy with their new packaging plan.
The “link” to bring together these different Coke products? Coke’s signature disk is the uniting element that will bring all of Cokes products together. Seen in this commercial, “Taste the Feeling”, Coke’s consistent red disk communicates great taste, uplift and refreshment.
Coca-Cola, a leading global name, has everyone’s attention. We are excited to see this packaging change added to it’s brand history and evolution of the Coke bottle…but it might not be until next year…
“Coca-Cola North America is exploring a variety of ‘One Brand’ packaging graphics for the Coca-Cola trademark,” said Judith Snyder, a spokeswoman for Coca-Cola. “Due to an already packed promotion and marketing calendar, there will not be any changes made in 2016. The results of testing in North America will inform their packaging considerations for the Coca-Cola trademark in 2017 and beyond.”