Coca-Cola has just had a makeover! You will now see the Coca-Cola variants in a brand new look.
Now, before you wonder, let us assure you that the taste hasn’t changed; it’s still as amazing and refreshing as before. We know you loved your Coca-Cola, Coca-Cola Zero and Diet Coke and they’re still the same! They just come in a new, unified branding as – Coca-Cola Original Taste, No Sugar (Coca-Cola Zero), Coca-Cola Light Taste No Sugar (Diet Coke).
The traditional red of Coca-Cola has now been leveraged even more. With the new one-brand VIS (Visual Identity System), multiple choices within the Coca-Cola portfolio will all come together and stand up from multi brands to multi variants.
Said a Coca-Cola spokesperson: “The ‘One Brand Strategy’ underscores our commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet - with or without calories. It reinforces the fact that Coca-Cola is one brand with different variants and all the variants share the same values and visual iconography. Consumers can make a choice of their favorite Coca-Cola but whichever variant they choose, they will experience the same great taste and refreshment. The idea extends the equity and iconic appeal of worlds’ no. 1 beverage brand to all its variants - One Brand. One set of Product Benefits. One Set of Brand Values. One Consumer Promise.”
“The new VIS will be extended to both the PET and CAN packs of all Coca- Cola variants (Coca-Cola Original Taste, Coca-Cola No Sugar and Coca-Cola Light Taste No Sugar). The new VIS stock rollout has already begun and in a few days’ time we will have the new stocks across all retail outlets pan India. We plan to communicate the change in packaging to our shoppers through multiple touch points from shelf to screen. We will leverage point of sale communication across retail channels to build awareness at the point of purchase. Digital & Social platforms will also play a critical role in our communication strategy to reach out to consumers across India”