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Coca-Cola personality and uniformity make packaging a tone
Coca-Cola has taken a bold step in redefining its brand identity by moving away from personalized packaging and returning to a unified design. After years of experimenting with unique, individualized labels, the company has realized that true branding lies in consistency and recognition. As of March this year, Coca-Cola officially launched its “One Brand†strategy, aiming to create a cohesive global image across all markets.
This shift marks a significant departure from previous campaigns, such as the “It Is Different†initiative, where each bottle was uniquely designed to reflect individuality. In contrast, the new approach emphasizes unity, bringing together diverse products under a single visual identity. Classic Coke, Diet Coke, Coca-Cola Zero, and Coke Life now share a standardized look, featuring the iconic Spencer logo and dynamic wave patterns. The color scheme includes red for classic Coke, green for the stevia-based Life Coke, black for zero-calorie options, and silver for sugar-free variants—each representing different values while maintaining a unified brand presence.
The decision wasn’t made lightly. To find the perfect design, Coca-Cola held a competition among 11 countries, seeking a concept that embodied both unity and individuality. The final result is a design that celebrates diversity within a shared identity, reinforcing the message that while everyone is unique, we are all part of the same brand family.
This move also reflects a deeper emotional connection. By embracing the slogan “Choose Happiness,†Coca-Cola is not just selling a drink—it’s promoting a mindset. The phrase conveys a more proactive and inclusive attitude than previous slogans like “Open Happiness†or “Share Happiness.†It suggests that choosing happiness is accessible to everyone, regardless of their background or preferences.
Under the “One Brand†strategy, Coca-Cola aims to reconnect with consumers on a more personal level. Bobby Britain, Marketing Director for Coca-Cola UK and Ireland, emphasized that the campaign is just the beginning. “We want to inspire people to act and choose happiness,†he said, highlighting the brand’s renewed focus on positivity and inclusivity.
With a history spanning 129 years, Coca-Cola is once again looking to the future. This initiative comes at a crucial time, as the company seeks to regain momentum after a challenging year. Through strategic marketing and a renewed brand vision, Coca-Cola is working to reignite consumer enthusiasm and drive sales growth. Whether through packaging, messaging, or product innovation, the goal remains clear: to bring people together through the simple joy of a Coca-Cola.