Coca-Cola personality and uniformity make packaging a tone

[Coca-Cola Rebrands with "One Brand" Strategy, Embracing Unity and Tradition] Coca-Cola has taken a bold step by revamping its packaging strategy, moving away from the personalized designs that were once a hit. After years of testing different approaches, the company has realized that true brand identity isn’t just about trends—it’s about connection. As of March this year, Coca-Cola officially launched its “One Brand” initiative, aiming to unify its global image under a single, cohesive identity. This shift is more than just a design change; it's a reflection of the brand’s evolution. The idea of building a brand is like giving it a new life. Just as Coca-Cola continuously evolves, so does its visual identity. It’s not static—it grows, adapts, and reflects the times. In line with the “One Brand” strategy, Coca-Cola has simplified its packaging across several key markets, including the UK, Ireland, France, Belgium, the Netherlands, Spain, and parts of Northern Europe. Classic products such as Coca-Cola, Coca-Cola Zero, Diet Coke, and the new Coke Life have all adopted a unified look, with each variant represented by a distinct color. Red for classic Coca-Cola, green for the natural stevia-based Coke Life, black for zero-calorie Diet Coke, and silver for no-sugar, no-calorie options. This move emphasizes unity while still maintaining product differentiation. The decision didn’t come easily. To find the best design that captured the essence of “unity with individuality,” Coca-Cola held a global design competition involving branches in 11 countries. The winning design featured the iconic Coca-Cola Spencer logo and a wave pattern, symbolizing movement and energy. Each bottle was designed to be both unique and part of a larger whole, reinforcing the brand’s message of shared joy. This approach stands in contrast to the previous “It’s Different” campaign, which aimed to make every bottle unique. In Israel, for example, over 2 million bottles were printed with varying colors and patterns, targeting Diet Coke fans and promoting a sense of exclusivity. However, the success of such campaigns often depends on how consumers perceive uniqueness—not just through design, but through meaning. After all, people are inherently different, and that’s what makes them special. After years of exploration, Coca-Cola has chosen a path that aligns with its core values. The slogan “Choose Happiness” encapsulates this shift, offering a more active and inclusive message than previous campaigns like “Open Happiness” or “Share Happiness.” It encourages people to embrace positivity and makes the brand more accessible to a wider audience. With the “One Brand” strategy, Coca-Cola is not only rebranding itself but also reinvigorating its connection with consumers. Bobby Britain, Marketing Director at Coca-Cola UK and Ireland, stated, “This campaign is a starting point under our ‘One Brand’ strategy. We’re inspiring people to choose happiness and take action, and we have many exciting plans coming up.” For a brand that has faced some challenging years, this move signals a fresh beginning. By focusing on unity, tradition, and emotional connection, Coca-Cola is working to reignite consumer interest and restore its market position. As the world moves forward, so does Coca-Cola—still bringing joy, one bottle at a time.

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