# Brand-Unifying Campaigns Coca-Cola is Testing a New Can Design in Spain By Rebecca Byers | Published 2015-03-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cocacola References: [packagingoftheworld](http://www.packagingoftheworld.com/2015/03/coca-cola-unveils-its-new-strategy-in.html) & [cocacola.es](http://www.cocacola.es/nosotros/marca-unica-Coca-Cola-Espana) [Coca-Cola](https://www.trendhunter.com/trends/real-magic) 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](https://www.trendhunter.com/trends/modern-can) 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](https://www.trendhunter.com/trends/cocacola-europe-1) 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. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 75% | Activity: 76% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Break-Encouraging Soda Branding](https://www.trendhunter.com/trends/diet-coke-break.md) - [Rebranded Offbeat Sodas](https://www.trendhunter.com/trends/dr-pepper-rebranding.md) - [Gold Trophy-Themed Soda Cans](https://www.trendhunter.com/trends/cocacola-europe-1.md) - [Uplifting Energetic Soda Rebrandings](https://www.trendhunter.com/trends/7up.md) - [Refreshing Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/beverage-campaign.md) - [Recyclable Label-Free Soda Packaging](https://www.trendhunter.com/trends/sprite-bottles.md) - [Soccer Soda Brand Campaigns](https://www.trendhunter.com/trends/world-cup-marketing-campaign.md) - [Soda Logo Rebranding Campaigns](https://www.trendhunter.com/trends/new-logo.md) - [Adventure-Inspired Soda Cans](https://www.trendhunter.com/trends/destinos-venezuela.md)