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Coca-Cola personality and uniformity make packaging a tone
Coca-Cola has made a bold move by revamping its tailored packaging, realizing over years of brand evolution that what once was a unique label is now just a fleeting social trend. As of March this year, the beverage giant officially rolled out its “One Brand†strategy, aiming to unify its global identity under a single, cohesive brand image.
It’s no exaggeration to say that building a strong brand is like giving it a new life. Just as Coca-Cola designed its iconic bottle, it wasn’t meant to be a static object—it was meant to evolve, to grow, and to reflect the brand’s journey through time.
Unlike the personalized packaging that once captured attention, Coca-Cola has now adopted a unified look across its core products: Classic Coke, Coca-Cola Zero, Diet Coke, and the newly launched Coke Life. The updated packaging features a single design across markets such as the UK, Ireland, France, Belgium, the Netherlands, Spain, and Northern Europe. This marks a return to simplicity and consistency in branding.
With more distinct taste profiles and a stronger sense of belonging through standardized packaging, the new design reflects the time and energy invested by the creative teams. To find the perfect new bottle, Coca-Cola held a design competition among its branches in 11 countries, seeking a design that embodied the idea of “unity with individuality.†The winning designs were then printed with the iconic Spencer logo and dynamic wave patterns, available in four colors: red for Classic Coke, green for Coke Life (made with natural stevia), black for Zero, and silver for the no-sugar, no-calorie version.
This approach stands in stark contrast to the previous “It’s Different†campaign. In the past, Coca-Cola Israel launched an initiative that placed unique, one-of-a-kind packaging on over two million bottles, each with a different color. The goal was to tell fans of Diet Coke that they were special, but ultimately, uniqueness isn’t just about how something looks—it’s about how people feel connected to it.
After years of careful consideration, Coca-Cola finally chose a path that aligns with its long-standing slogan, “Choose Happiness.†This decision reflects not only a shift in branding but also a deeper emotional connection with consumers. While the concept of happiness has always been central to the brand, it’s now being presented in a more active and inclusive way. Choosing happiness allows for greater flexibility and resonance with a broader audience.
This is more than just a marketing campaign—it’s a revival. As Bobby Britain, Marketing Director for Coca-Cola UK and Ireland, stated, “With this campaign, we are inspiring people to go further and act by choosing happiness.†This initiative marks the beginning of a larger effort under the “One Brand†strategy, with more exciting plans set to follow in the coming months.
For a company that recently faced its worst year ever, this move signals a renewed focus on reconnecting with consumers and reigniting enthusiasm for the brand. By embracing unity, simplicity, and emotional depth, Coca-Cola is taking a step toward a brighter, more joyful future.