Coca-Cola Unveils New One-Brand Packaging

MEXICO CITY -- Coca-Cola Co. has unveiled new graphics that feature "Coca-Cola red" as a unifying color across the brand. The Red Disc, the signature element of the new Taste the Feeling global campaign, launched in January, now appears prominently on packaging.

To clearly identify each product against the red backdrop, the signature color is featured throughout the packs -- black for Zero, silver for Light/Diet and green for Life. The new graphics will also include the unique product name and benefits on front of pack: Coca-Cola Original Taste (or Classic in select markets); Coca-Cola Light/Diet: Crisp Taste, No Calories; Coca-Cola Zero: Zero Sugar; and Coca-Cola Life: Less Sugar, With Stevia Leaf Extract.

"The Coca-Cola Red Disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment," said Coca-Cola chief marketing officer Marcos de Quinto. "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, uniting the Coca-Cola family under one visual identity and making it even easier for consumers to choose their Coca-Cola with or without calories, with or without caffeine."

The new graphics were revealed at an event on April 18 to celebrate the rollout of the "One Brand" approach in Mexico. New packaging will be available in stores in Mexico the first week of May. Similar versions of the Red Disc graphics will roll out into additional markets around the world throughout 2016 and into 2017.

"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," said Coca-Cola Co. vice-president of global design James Sommerville.