Coca-Cola has announced that it is changing the packaging of all its flavors that include the original Diet Coke, Coke Zero, Coca-Cola Cherry, Coca-Cola Vanilla and the recently launched Coke Life. The packaging will look the same but in different colors.
In a press release, Coke said that the packaging transformation is aimed at a “one-brand” strategy across Great Britain, Ireland, France, Belgium, the Nordics, Holland and Spain. Coke thinks that its brand extensions have become rather confusing. Each can or bottle will include a more unique description of its contents on the front side. For example, Coke Zero will display that it has zero calories and zero sugar content. On the other hand, the original Coke will not be including its ingredients on the front. It will simply display “since 1886”.
What is the idea behind this packaging transformation?
Coke wants its consumers to fully understand the benefits of its full portfolio because 5 in 10 consumers in the United Kingdom do not understand that Coke Zero has no calorie and sugar content. Coke has been subjected to heavy criticism because of the increase in obesity rates among people who consumed lots of sugary drinks. However, in Great Britain, Coke has been espousing a lot of initiatives that will promote healthy living.
Last year, Coke has launched a £20 million anti-obesity campaign that included free fitness classes. This is part of a separate goal that will encourage at least 1 million people in the region to become more active by 2020. It is not entirely clear how the packaging transformation will affect the healthy choices of consumers. The cans do not in any way look different from before and consumers hardly bother to look into the list of ingredients that the product contains.
According to Coke, the new cans and bottles will be presented in all its ads in Great Britain. The low or no sugar and calorie content will also be displayed in its final frames. The media investment for 2015 is expected to double compare to last year. Coke forecasts a 50% increase in its sales from the lower or no calorie range by 2020.