Coca-Cola is piloting new packaging graphics and marketing communications that unify the look of its core trademark brands – Coca-Cola, Coke Zero, Diet Coke/Coke Light and Coca-Cola Life – in 13 countries starting this month.

The launches – which will roll out this year in countries including Spain, the United States and 11 markets in the Northwest Europe and Nordics region – will test the effectiveness of applying familiar Coca-Cola imagery and brand personality more prominently across the Coke Trademark. This approach aims to simplify and visually connect the “Coca-Cola family" while supporting the company's commitment to offer choice, with more clarity and more investment behind all Coca-Cola Trademark brands. 

While the company’s nearly-129-year-old flagship brand will clearly be positioned as the head of the Coca-Cola family, the communication will highlight the unique role each variant plays in the Coca-Cola portfolio using signature colors (black for Coke Zero, silver for Diet Coke/Coke Light, and green for the new Coca-Cola Life) and clear ingredient descriptions (such as “Zero Sugar, Zero Calories”) to make it easier for consumers to choose the brand they want.

“We built a visual identity system that takes Coke’s universally cherished and immediately recognizable elements – including the Spencerian script and dynamic ribbon – and links them to all variants,” explains James Sommerville, VP, Global Design.

Participating markets will launch one of two packaging design approaches. The first, “Monocolor” (pictured above), features single-colored packaging for each brand and a horizontal typography that visually connects packs when lined up side by side on the shelf or in a cooler. This design will be launched in 11 markets in the Northwest Europe and Nordics region including: Finland, Iceland, Great Britain, Ireland, France, Denmark, Norway, Sweden, Belgium, the Netherlands and Luxembourg.  

The “Split” design (pictured below), which will launch in Spain, sports a horizontally divided look, with Coke red appearing above the horizontal ribbon on every pack, and the variant’s signature color appearing below.

In Europe, participating markets will be uniting the Coca-Cola family into a one-brand marketing approach. Instead of separate brand communications for Coca-Cola, Coca-Cola Zero, Diet Coke/Coca-Cola Light and Coca-Cola Life, consumers in these markets will now see one iconic Coca-Cola brand, supporting all Coca-Cola choices. 

No- and low-calorie Coca-Cola options will be included in the sign off for all Coca-Cola television advertising in these markets, and the optimism, happiness and refreshment of the iconic brand will be reflected in all Coca-Cola communication. 

“This move puts choice for consumers at the heart of our marketing strategy. It extends the iconicity of Coca-Cola advertising across the entire portfolio, promoting all Coca-Cola variants with the power of the original brand,” said Javier Sanchez Lamelas, VP, Marketing, Coca-Cola Europe. “With this new approach, whichever Coke you choose, you’ll have the iconic Coca-Cola brand in your hands.”

In the U.S., Coca-Cola Trademark brands are taking a test and learn approach to the global marketing approach pilot. The U.S. will be focusing on packaging design, applying a version of the “Monocolor” design across Coca-Cola and Coke Zero. Other aspects of the pilot strategy and testing will be explored based on global learnings and U.S. business results.