Coke’s New Worldwide Look Highlights Traditional Red

All Coca-Cola brands will have its signature “Red Disc.”

April 20, 2016

ATLANTA – Coca-Cola has revealed its new worldwide packaging which showcases its trademark “Red Disc” across all Coke brands, Advertising Age reports. The change is part of the company’s overall strategy to have its products identified as “one brand.”

The Red Disc is now splashed across Coca-Cola Life, Coke, Coke Zero and Diet Coke. The rollout begins in Mexico the first week of May and then expands throughout the world, with new packaging coming to the United States sometime in 2017.

“Coca-Cola North America is exploring a variety of ‘One Brand’ packaging graphics for the Coca-Cola trademark,” said Judith Snyder, a spokeswoman for Coca-Cola. “Due to an already packed promotion and marketing calendar, there will not be any changes made in 2016. The results of testing in North America will inform their packaging considerations for the Coca-Cola trademark in 2017 and beyond.”

“Packaging is our most visible and valuable asset,” added Marcos de Quinto, chief marketing officer at Coca-Cola. “The Coca-Cola Red Disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment. By applying it to our packaging in such a bold way, we are taking the next step toward 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.”

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