Coca-Cola Co will debut new graphics for brand Coke globally; changeover likely occurs in major markets early next year (top photo). New look will bring back to flagship brand the traditional Coke design element known as, "dynamic ribbon." In North America, word "Classic" remains on package. Vanilla Coke and new Cherry Coke graphics both use dynamic ribbon; not now utilized on Coke Classic. Coke Classic graphics last changed in early 2000, incorporating current "splash" look. New bottle labels will show word "Coca-Cola" perched above horizontal dynamic ribbon. On can, arrangement is vertical.
Executive. Coke chief marketing officer Steve Jones says, "growth of the brand depends on contemporizing the brand, so it continues its strong relationship with consumers." Notes new look will employ "slightly cleaner" Spencerian script for logo and "contemporized dynamic ribbon." Adds "Coke red" will have "greater depth and texture." Plus, small water droplets or bubbles will be subtly arranged to "suggest contour bottle" shape. New graphics will not utilize word, "Enjoy" or other words. Jones says company "may" more broadly use dynamic ribbon as unifying element for trademark Coke products.
Plus. Coke on Aug. 8 confirms it will introduce Diet Vanilla Coke in October (BD 7/26/02). New product's packaging uses silvery look of both Diet Coke and Diet Coke With Lemon; also incorporates dynamic ribbon (bottom photo). Coke executive says Diet Vanilla Coke will be launched in 20-oz bottles/can multi-packs "plus possibly other packages." Diet Cherry Coke. Coke also plans to "relaunch" Diet Cherry Coke with new graphics "to bring it back into the Diet Coke fold," says Coke system executive. Timing likely later this year.
This
and all past issues of Beverage Digest are for sale.
