Coca-Cola’s new “One Brand” global marketing strategy, that uses one visual identity system featuring Coca-Cola Red as a unifying colour, was unveiled today by GSD Marketing Ltd, official bottlers and distributors of Coca-Cola products in Malta.
The new Coca-Cola visual identity was launched by GSD Marketing Ltd Chief Operating Officer, Ms Maria Micallef, and GSD Marketing Ltd General Manager, Mr Brian Galea, to the company’s clients, media and employees during a series of events held at General Soft Drinks which saw the bottling plant serve as a backdrop for the one visual identity system.
The new identity is designed to enable consumers to choose the Coca-Cola beverage that best suits their taste, lifestyle and diet. The Red Disc, the signature element of the new “Taste the Feeling” global campaign, appears prominently on the packaging underscoring the company’s commitment to provide choice. To clearly identify each product, the signature color is featured throughout the packs with black for Zero, silver for Light and Diet and green for Life.
Announcing the new strategy, GSD Marketing Ltd Sales and Marketing Senior Manager, Martin Aguis, said that Coca-Cola is one of the most-loved brands in the world. “But the world is changing and today we are providing our consumers a way to keep enjoying the brand they love by simply choosing the Coke that fits their tastes and lifestyles. This is a powerful reinforcement of our commitment to make our low and no-calorie Coca-Cola products more accessible and appealing while making it easier for consumers to make informed choices.”
The new packaging will also include the unique product name and benefits on front of pack to help consumers make an informed choice:
- Coca-Cola original taste
- Coca-Cola Diet: unique taste, no calories
- Coca-Cola Zero: zero sugar, zero calories
- Coca-Cola Life: 36% less sugar, with stevia leaf extract