The news is out. Coca-Cola Great Britain has redesigned its Coke Zero bottles to look exactly as the original Coca-Cola.
Why was the redesign needed? Why did they let go of the differentiation? How is the new design going to impact their sales?
Coca-Cola is a brand that is known for its magnetic red color; wherever we see red, we know it’s our beloved Coke. However; in recent years, after the increase in health conscious customers, Coca-Cola felt a dire need to bring a product that was less harmful for health. As a result of this health revolution that was brought about by majority, Coke-Zero came into being.
The old Coke-Zero bottle, was designed black in color with Coca-Cola written in white in a red circle. Though having the same logo, the association of this design with the original Coca-Cola was low. The reason was obviously the package’s color. Since people have always associated Coke with the color red, a new design in black color proved to be an entirely new sugarless product to them.
After realizing the fact that the association was being killed, Coca-Cola took the initiative to change Coke-Zero’s design to red.
The new design is the mirror image of the original Coca-Cola with a black strip running at the top which reads, “zero sugar, no calories”
“For more than 130 years, the color red has been associated with the great taste and experience of enjoying a Coca-Cola and we want to make it even clearer that you can have that taste and experience with or without sugar.”
says Alec Mellor, Coca-Cola’s Marketing Manager
A recent campaign of the same also shows two chilled bottles of Coca-Cola placed next to one another; one being the original Coke while the other being diet Coke. This campaign hence, further reinforces the idea of both the products being exactly the same.
The new design is already making waves and the impact of it can be predicted as positive. Rest the future would tell. All we can do, for now, is hope that Coke-Zero achieves the goals it intends to reach. (Full Story)