Coca Cola introduce new packaging | Marketing

Coca-Cola have this week unveiled a new marketing proposition with the hope to unify all their sub-brand, including Diet Coke, Coke Zero and Coke Life, so they can all be recognisable to the Coca-Cola brand.

Before the new design, the four brands each had unique packaging and marketing strategies specific to the different drinks, but they will now be united into a single ad campaign which is soon to be globally launched. The campaign is already live throughout the UK and Europe, with full distribution intended to launch in May.

The move to the new unified packaging is a bid from Coco-Cola to reinforce the iconic brand across their portfolio of products, a fundamental change in strategic decision to reposition themselves in the market as a Master Brand.

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