{"id":6817,"date":"2016-04-28T12:53:49","date_gmt":"2016-04-28T12:53:49","guid":{"rendered":"https:\/\/www.designmantic.com\/blog\/?p=6817"},"modified":"2023-09-08T13:02:37","modified_gmt":"2023-09-08T13:02:37","slug":"coca-cola-one-brand-strategy","status":"publish","type":"post","link":"https:\/\/www.designmantic.com\/blog\/coca-cola-one-brand-strategy\/","title":{"rendered":"Coca Cola\u2019s \u201cOne Brand\u201d Strategy &#8211; Branding for a Reason"},"content":{"rendered":"<p>When a popular brand rebrands,  you can bet that it is for some very good reasons. A couple of these reasons  are \u2013<\/p>\n<ul style=\"margin-left:30px;\">\n<li>It wants to refresh its image<\/li>\n<li>It wants to promote itself to a global audience<\/li>\n<\/ul>\n<p>Coca Cola\u2019s <a href=\"https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>foray into logo-less branding<\/strong><\/a> achieved both flawlessly when it removed its labels from its cans. This time,  it takes a rather different approach to its branding strategy \u2013 it unifies four  of its products under one umbrella. And that umbrella is a Red Disc and color  coordinated packaging.<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/logos\/search?utm_source=coca-cola-one-brand-strategy&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">Free Logo Maker<\/a><\/div>\n<p>The move is a part of Coca Cola\u2019s \u201cOne Brand\u201d unification strategy and its \u201cTaste the Feeling\u201d campaign. The campaign currently focuses on four of the brand\u2019s products \u2013 Coca Cola, Coke Zero, Diet Coke, and Coca Cola Life.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/Coca-Cola-Life.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/Coca-Cola-Life.jpg\" alt=\"Coca Cola Life\" title=\"Coca Cola Life\" class=\"alignnone wp-image-6818\" width=\"580\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/Coca-Cola-Life.jpg 584w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/Coca-Cola-Life-300x167.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/Coca-Cola-Life-500x279.jpg 500w\" sizes=\"(max-width: 584px) 100vw, 584px\" \/><\/a><br \/>\nImage Source: <a href=\"http:\/\/www.coca-colacompany.com\/press-center\/press-releases\/coca-cola-reveals-new-one-brand-packaging\" rel=\"nofollow noopener noreferrer\" target=\"_blank\" class=\"broken_link\">coca-colacompany.com<\/a><\/p>\n<p>As you can see, all four are  colored differently and each of the colors spreads to a can tab or bottle cap.  And the brand\u2019s Red Disc enjoys center stage in all of the packaging.<\/p>\n<p>We witnessed how <a href=\"https:\/\/www.designmantic.com\/blog\/pepsi-p1-in-smartphone-race\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Pepsi fizzled in the smart phone race<\/strong><\/a>, and Coca-Cola simply  couldn\u2019t sit back and let itself be overshadowed. However, What  does this strategy mean for the brand? We asked our panelists to throw some  light on Coca Cola\u2019s foray into its unification strategy.<\/p>\n<div style=\"background:#fff; padding:10px; margin-bottom:10px;\">\n<p>Our  participants for today are \u2013<\/p>\n<ul style=\"margin-left:30px;\">\n<li><span style=\"color:#bf174a\"><strong>James Sommerville<\/strong><\/span>, VP of Global Design at Coca Cola<\/li>\n<li><span style=\"color:#bf174a\"><strong>Marcos De Quinto<\/strong><\/span>, Chief Marketing Officer at Coca Cola<\/li>\n<li><span style=\"color:#bf174a\"><strong>Judith Snyder<\/strong><\/span>, Spokeswoman from Coca Cola<\/li>\n<\/ul>\n<\/div>\n<p align=\"center\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/James-Sommerville.jpg\" alt=\"James Sommerville\" class=\"alignnone wp-image-6659\" width=\"700\" height=\"\"><\/p>\n<h2>\u2022 One Brand, One Strategy And One Identity<\/h2>\n<p>Coca Cola\u2019s unification strategy  might be an attempt to make consumers recognize that all of its offerings  belong to one brand. It certainly seems to be the case if you look at the Red  Disc in the middle of each packaging. The design seems to unite the four  products.<\/p>\n<p>Coca Cola\u2019s VP of Global Design <a href=\"https:\/\/twitter.com\/jamesommerville\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><strong>James Sommerville<\/strong><\/a> echoes this  view. He explains that the plan this time is to unite the entire Coke family  under a single marketing identity \u2013<\/p>\n<blockquote><p>\u201cMy specific role within this campaign is with the visual identity system, and the graphic application of how that works. So what we did is use the Coca-Cola Red Disc, which is synonymous with Coca-Cola, as a device that represents all of the variants \u2013 not just the classic, but also Zero and Life, as that unfolds.\u201d<\/p><\/blockquote>\n<p align=\"center\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/Marcos-De-Quinto.jpg\" alt=\"Marcos De Quinto\" class=\"alignnone wp-image-6659\" width=\"700\" height=\"\"><\/p>\n<h2>\u2022 Taste The Feeling With Customized Packaging<\/h2>\n<p>Coca Cola is the biggest beverage  brand on the planet. And you don\u2019t get to be biggest beverage brand without  having huge ambitions.&nbsp; It\u2019s why it  attempted to end cyber bullying as part of its \u201cMake it Happy!\u201d campaign and bring  peace between India and Pakistan as part of its \u201cOpen Happiness\u201d Campaign in  2013.<\/p>\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/ts_4vOUDImE\" allowfullscreen=\"\" width=\"580\" height=\"330\" frameborder=\"0\"><\/iframe><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Chills all over. <a href=\"https:\/\/twitter.com\/CocaCola\">@CocaCola<\/a> India\/Pakistan video is a must watch. Thanks for sharing, <a href=\"https:\/\/twitter.com\/JayMoye1\">@JayMoye1<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/ragandisney?src=hash\">#ragandisney<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/openhappiness?src=hash\">#openhappiness<\/a><\/p>\n<p>\u2014 Tom Liszka (@TheAirUpHere) <a href=\"https:\/\/twitter.com\/TheAirUpHere\/status\/452116303588098048\">April 4, 2014<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">What unites us is stronger than what divides us. Bringing India &amp; Pakistan Together <a href=\"http:\/\/t.co\/VyKnTfINLi\" class=\"broken_link\">http:\/\/t.co\/VyKnTfINLi<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/Cocacola?src=hash\">#Cocacola<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/world?src=hash\">#world<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/openhappiness?src=hash\">#openhappiness<\/a><\/p>\n<p>\u2014 Berta Aneas (@BertaAneas) <a href=\"https:\/\/twitter.com\/BertaAneas\/status\/349631623312048128\">June 25, 2013<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Love this campaign: latest <a href=\"https:\/\/twitter.com\/CocaCola\">@CocaCola<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/OpenHappiness?src=hash\">#OpenHappiness<\/a> aims to bridge gap between India &amp; Pakistan <a href=\"https:\/\/twitter.com\/hashtag\/smallworldmachines?src=hash\">#smallworldmachines<\/a> <a href=\"http:\/\/t.co\/cdrC6ry1ls\" class=\"broken_link\">http:\/\/t.co\/cdrC6ry1ls<\/a>!<\/p>\n<p>\u2014 Justin Luk (@JLuk) <a href=\"https:\/\/twitter.com\/JLuk\/status\/336627191733428225\">May 20, 2013<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"es\">The Coca cola india , pakistan ad ! Wow ! <a href=\"https:\/\/twitter.com\/hashtag\/CocaCola?src=hash\">#CocaCola<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/OpenHappiness?src=hash\">#OpenHappiness<\/a><\/p>\n<p>\u2014 Rohan Shah (@rohanshah6) <a href=\"https:\/\/twitter.com\/rohanshah6\/status\/336451160695267328\">May 20, 2013<\/a><\/p><\/blockquote>\n<p>Its \u201cOpen Happiness\u201d campaign was incredibly popular as well.<\/p>\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/bjcU5fPY7BQ\" allowfullscreen=\"\" width=\"580\" height=\"330\" frameborder=\"0\"><\/iframe><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/hashtag\/Makeithappy?src=hash\">#Makeithappy<\/a> Gold. Pure gold.<\/p>\n<p>\u2014 Intrepid vixen (@NightNas) <a href=\"https:\/\/twitter.com\/NightNas\/status\/724920306880647173\">April 26, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">The <a href=\"https:\/\/twitter.com\/hashtag\/MakeItHappy?src=hash\">#MakeItHappy<\/a> campaign by <a href=\"https:\/\/twitter.com\/CocaCola\">@CocaCola<\/a> is a good example of leveraging <a href=\"https:\/\/twitter.com\/hashtag\/Twitter?src=hash\">#Twitter<\/a> for planned marketing initiatives. <a href=\"https:\/\/t.co\/u98IRC6HZo\">https:\/\/t.co\/u98IRC6HZo<\/a><\/p>\n<p>\u2014 Shruti Rawal (@shrutsays) <a href=\"https:\/\/twitter.com\/shrutsays\/status\/717348897249583108\">April 5, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">The coke commercial about bullying is really good &#x1f613; <a href=\"https:\/\/twitter.com\/hashtag\/makeithappy?src=hash\">#makeithappy<\/a><\/p>\n<p>\u2014 emily (@emilyyy097_) <a href=\"https:\/\/twitter.com\/emilyyy097_\/status\/647957688383598592\">September 27, 2015<\/a><\/p><\/blockquote>\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/-AmKP9VE2Ms\" allowfullscreen=\"\" width=\"580\" height=\"330\" frameborder=\"0\"><\/iframe><\/p>\n<p>Its \u201cTaste the Feeling\u201d campaign,  on the other hand, focuses less on world peace and more on the brand itself. You  can see why the packaging is customized this time. The purpose is to help consumers  make more informed choices about their choice of Coke. Coca Cola\u2019s Chief  Marketing Officer <a href=\"https:\/\/twitter.com\/MarcosdeQuinto\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>Marcos de Quinto<\/strong><\/a> explains.<\/p>\n<blockquote><p> \u201cPackaging is our most visible and valuable asset. By applying the Coca Cola Red Disc to our packaging in such a bold way, we are taking the next step towards full adoption of the \u2018One Brand\u2019 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.\u201d<\/p><\/blockquote>\n<p align=\"center\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/Judith-Snyder.jpg\" alt=\"Judith Snyder\" class=\"alignnone wp-image-6659\" width=\"700\" height=\"\"><\/p>\n<p>And the Red Disc in each  packaging gives them a single visual identity, which according to <a href=\"https:\/\/twitter.com\/judkami\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>Judith Snyder<\/strong><\/a> was introduced in the  1930\u2019s on Coca Cola\u2019s advertisements \u2013<\/p>\n<blockquote><p>\u201cIn 1947, the creative director at D\u2019Arcy Advertising, Archie Lee, designed the contemporary version of the Red Disc that was the inspiration for our approach to the \u2018Taste the Feeling\u2019 campaign signature that we introduced in January.\u201d<\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">I get even more excited everytime I look at pictures of the new <a href=\"https:\/\/twitter.com\/CocaCola\">@CocaCola<\/a> packaging design! <a href=\"https:\/\/twitter.com\/hashtag\/TasteTheFeeling?src=hash\">#TasteTheFeeling<\/a> &#x1f603; <a href=\"https:\/\/t.co\/2KQdLkAt7P\">pic.twitter.com\/2KQdLkAt7P<\/a><\/p>\n<p>\u2014 Jose Ramon Marquez (@joseramonmarmtz) <a href=\"https:\/\/twitter.com\/joseramonmarmtz\/status\/722803610925424643\">April 20, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Brave new design by Coke <a href=\"https:\/\/t.co\/zb9sp2YvrH\">https:\/\/t.co\/zb9sp2YvrH<\/a> &#8211; expect <a href=\"https:\/\/twitter.com\/hashtag\/digital?src=hash\">#digital<\/a> campaing soon<\/p>\n<p>\u2014 Andreas Claudi (@andreasclaudi) <a href=\"https:\/\/twitter.com\/andreasclaudi\/status\/722373696006938624\">April 19, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"es\">.<a href=\"https:\/\/twitter.com\/jamesommerville\">@jamesommerville<\/a>, Rodolfo Echeverr\u00eda, <a href=\"https:\/\/twitter.com\/MarcosdeQuinto\">@MarcosdeQuinto<\/a> y Francisco Crespo, presentando la campa\u00f1a <a href=\"https:\/\/twitter.com\/hashtag\/SienteElSabor?src=hash\">#SienteElSabor<\/a>. <a href=\"https:\/\/t.co\/1wGYe8I078\">pic.twitter.com\/1wGYe8I078<\/a><\/p>\n<p>\u2014 Somos Coca-Cola (@SomosCocaCola) <a href=\"https:\/\/twitter.com\/SomosCocaCola\/status\/722267810647269376\">April 19, 2016<\/a><\/p><\/blockquote>\n<p>The new packaging will roll out in Mexico in May and globally in 2016 and 2017.<\/p>\n<h3>Branding With A Purpose<\/h3>\n<p>What will be the impact of unified branding on the Coke brand? Overall, it seems to be a good idea. The new packaging might bring consistency to the brand\u2019s packaging across the globe. It might also help the brand promote less popular products like Coke Life and Coke Zero in new markets. Marketers shouldn\u2019t have any problems adapting the minimalistic design of the Red Disc to different marketing mediums either. Only time will tell how successful this strategy is after the new packaging is launched worldwide this year.<\/p>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When a popular brand rebrands, you can bet that it is for some very good reasons. A couple of these reasons are \u2013 It wants to refresh its image It wants to promote itself to a global audience Coca Cola\u2019s &hellip; <a href=\"https:\/\/www.designmantic.com\/blog\/coca-cola-one-brand-strategy\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12093,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253],"tags":[],"class_list":["post-6817","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Coca Cola\u2019s \u201cOne Brand\u201d Strategy | DesignMantic: The Design Shop<\/title>\n<meta name=\"description\" content=\"Every branding technique has a purpose. The purpose of Coca Cola\u2019s \u201cOne Brand Strategy\u201d is to unify its brand with unified packaging.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.designmantic.com\/blog\/coca-cola-one-brand-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coca Cola\u2019s \u201cOne Brand\u201d Strategy | DesignMantic: The Design Shop\" \/>\n<meta property=\"og:description\" content=\"Every branding technique has a purpose. The purpose of Coca Cola\u2019s \u201cOne Brand Strategy\u201d is to unify its brand with unified packaging.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.designmantic.com\/blog\/coca-cola-one-brand-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"DesignMantic\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DesignMantic\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-28T12:53:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-08T13:02:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/04\/Coca-Cola.png\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Evan Brown\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/EvanBrownDM\" \/>\n<meta name=\"twitter:site\" content=\"@designmantic\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Evan Brown\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Coca Cola\u2019s \u201cOne Brand\u201d Strategy | DesignMantic: The Design Shop","description":"Every branding technique has a purpose. The purpose of Coca Cola\u2019s \u201cOne Brand Strategy\u201d is to unify its brand with unified packaging.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.designmantic.com\/blog\/coca-cola-one-brand-strategy\/","og_locale":"en_US","og_type":"article","og_title":"Coca Cola\u2019s \u201cOne Brand\u201d Strategy | DesignMantic: The Design Shop","og_description":"Every branding technique has a purpose. 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