Coca-Cola recently announced a new, brand-unifying campaign that will first be launched in Spain. If successful, the campaign will be rolled out internationally in summer 2015.
For the first time, the soda cans will each feature the brand's signature red color and iconic branding, with the bottoms denoting which variety of soda the can contains. Diet Coke will feature a silver bottom and Coke Zero will have a black bottom, while Coke Zero with caffeine will boast a black and gold bottom.
The intriguing campaign is the first attempt of Coca-Cola to unify the brand as one and cast Diet Coke, Coke Zero and Coke Zero with caffeine as sub-brands. It's also an interesting move to test the campaign in the Spain market, signifying the European country might be representative of how other markets will accept the rebrand.
Why This Trend Is Growing
- Brand-unifying Campaigns
- Opportunity for companies to unify their brands and differentiate through packaging design.
- Signature Packaging Design
- Potential for companies to use unique packaging design elements to distinguish different product varieties.
- Testing in International Markets
- Opportunity for companies to test new campaigns and rebranding strategies in specific international markets before a global rollout.
Industries Being Reshaped
- Beverage Industry
- Opportunity for beverage companies to create brand-unifying campaigns and explore unique packaging options to attract consumers.
- Marketing and Advertising Industry
- Opportunity for marketing and advertising agencies to help brands develop and implement brand-unifying campaigns with innovative packaging designs.
- Consumer Packaged Goods Industry
- Opportunity for consumer packaged goods companies to rebrand and unify their product portfolios through innovative packaging design and brand campaigns.
