Any Colour, So Long as it’s Red

Coca-Cola to re­place pack­ag­ing of all its prod­ucts to the trade­mark red colour

The Economic Times - - Brands: Creating Desire -

Sa­gar Malviya & Ratna Bhushan

Mum­bai | New Delhi: Co­caCola is replacing the pack­ag­ing of its Diet Coke and Coke Zero cans and bot­tles with the trade­mark red pack­ag­ing of brand Coke. This is in line with its global ‘one brand, one mar­ket­ing’ strat­egy an­nounced mid last year, the bev­er­ages maker said.

“The one brand strat­egy re­in­forces that Coca-Cola is one brand with dif­fer­ent vari­ants and all vari­ants share the same vis­ual iconog­ra­phy. The idea ex­tends the eq­uity of Coca-Cola brands to all its vari­ants,” a spokesper­son said. The com­pany said it has been mak­ing this shift across mar­kets, in­clud­ing the US, UK, South Africa, parts of Asia and the Mid­dle East. In In­dia, fresh stocks at re­tail stores will now come in the new pack­ag­ing.

Coca-Cola said it will com­mu­ni­cate the change in pack­ag­ing to shop­pers through mul­ti­ple plat­forms. “We will lever­age point-of-sale com­mu­ni­ca­tion across re­tail chan­nels to build aware­ness at point of pur­chase. Dig­i­tal and so­cial plat­forms will also play a crit­i­cal role in our com­mu­ni­ca­tion strat­egy to reach out to con­sumers,” the spokesper­son said.

Ex­perts feel the com­pany’s In­dia’s soft drink con­sump­tion last year. How­ever, it is only of the size of the US mar­ket

strat­egy to move to sim­i­lar pack­ag­ing for all prod­ucts may not work in a mar­ket like In­dia.

“In In­dia, con­sumers see what they are buy­ing but don’t re­ally read what’s writ­ten on the pack. Hence, it could be dan­ger­ous for Coca-Cola given they are re­ly­ing on a writ­ten mes­sage for an im­pulse buy,” said Al­pana Parida, man­ag­ing di­rec­tor at Mum­bai-based brand strat­egy and de­sign firm DY Works.

The 130-year-old US-based multi­na­tional is try­ing to speed up the de­vel­op­ment of health­ier al­ter­na­tives as con­sumers shift from fizzy drinks to low- and no-sugar op­tions and drinks in emerg­ing cat­e­gories. The share of sparkling bev­er­ages in Coca-Cola’s global sales nar­rowed to about 70% from 90% a decade ago.

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