Any Colour, So Long as it’s Red
Coca-Cola to replace packaging of all its products to the trademark red colour
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.