Say goodbye to the familiar silver Diet Coke cans found in fridges around the world – as well as black Coke Zero cans and green Coca-Cola Life cans.
The fizzy drink giant has unveiled a new line of packaging as part of its “One Brand” global marketing strategy, which will be making all its cans far more visually similar.
All will feature a large “Red Disc” graphic, which takes up a large proportion of the can, although the Diet, Zero and Life varieties will retain some silver, black and green around the borders and on the ring-pull.
The new packaging will hit stores in Mexico early next month, before rolling out around the world over the coming months.
Coke’s bottles are also getting a redesign:
James Sommerville, Coca-Cola’s VP of Global Design, said: “The unification of the brands through design, marks the first time in our 130-year history that the iconic Coca-Cola visual identity has been shared across products in such a prominent way.
“When applied across packaging, retail, equipment and experiential, this new approach becomes a global design language that utilizes a historical brand icon to present the range of Coca-Cola products available today in a contemporary and simple way.”
“Packaging is our most visible and valuable asset,” said Marcos de Quinto, Coke’s Chief Marketing Officer. “The Coca-Cola Red Disc has become a signature element of the brand… By applying it to our packaging in such a bold way, we are taking the next step towards full adoption of the “One Brand” strategy.”
Coca-Cola was founded in 1886 by a pharmacist in Atlanta, and was first sold in the UK in 1900.
Last year it was revealed the company had spent millions of pounds on healthy-eating initiatives and research to counter claims that its fizzy drinks can cause obesity. The drinks company was reported to have financial links to more than a dozen British scientists, including government health advisers, who cast doubt on link between sugary drinks and obesity.
Despite the growing backlash against soft drinks, early this year Coca-Cola said takings for its sparkling beverages remain stable. Sales of Sprite grew 3pc in its fourth quarter, while Coke Zero rose 7pc in the quarter. However, Diet Coke sales slumped 5pc as consumers switched to other choices.