Coca-Cola gives flavoured cans a modern makeover

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Coca-Cola's flavours line is getting a new, modern packaging design. The cans of its cherry, vanilla, and cherry vanilla flavours as well as their zero-sugar counterparts now feature a bold logo positioned to clearly distinguish between full sugar (white script) and zero-sugar/calorie-free (black script) options. Full-colour cans will designate single flavours, and stacked colours will communicate dual flavours.

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Natalia Suarez, senior brand manager of Coke Choice Portfolio, Coca-Cola's North America operating unit, said: "We wanted to modernise and simplify the look of our packaging to help consumers find the flavour they're looking for on the shelf through a colourful but clean packaging design."

A handful of netizens, however, have yet to warm up to the idea. One complained that the new logo feels "unnatural" and "looks dark and bad", while the other said blacking out the Coca-Cola log is "one of the single worst design choices they could have made".

https://twitter.com/danielgibert/status/1484082707420561414

https://twitter.com/flakealso/status/1483865048783015937

This new packaging comes months after the brand revamped its packaging for Coca-Cola Original Taste and Coca-Cola Zero Sugar last year. At the same time, it also unveiled the new "Real Magic" brand philosophy last September, which invites everyone to celebrate the real magic of humanity. Inspired by its representation on Coca-Cola’s iconic packaging, the “Hug” logo lifts the curved Coca-Cola trademark on the bottle and can labels to provide a visual signature that will embrace and frame moments of magic across Coca-Cola’s communications.

Meanwhile, to boost its marketing and drive its "Real Magic" brand philosophy, the company appointed WPP as its global marketing network late last year to execute a new marketing model built to drive long-term growth for the company's portfolio of brands across more than 200 countries and territories. Known as OpenX, the bespoke WPP team offers end-to-end capabilities across creative, media and data. This follows a pitch called in late 2020. Coca-Cola previously described the partnership to be "unprecedented" and is expected to be a catalyst in the transformation of marketing effectiveness and efficiency.

Alongside the latest packaging revamp is its Coffee Mocha offering which hits the shelves in February, joining other flavours such as dark blend, vanilla, caramel, and vanilla zero sugar. Brandan Strickland, brand director, Coca‑Cola Trademark said that as the team thought about how to optimise its current offering and give consumers even more of what they want, "mocha emerged as a no-brainer".

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