Coca-Cola Reveals New “One Brand” Packaging

Mexico Is First Market to Adopt Graphics Which Feature Iconic Red
Disc Prominently Across Coca-Cola Trademark Products

Additional Markets to Roll Out Throughout 2016 and Into 2017

MEXICO CITY–(BUSINESS WIRE)–In a move that will extend the Company’s “One Brand” global marketing
strategy to packaging, Coca-Cola has announced the launch of new
graphics that use one visual identity system featuring Coca-Cola Red as
a unifying color across the Trademark.


The Red Disc, the signature element of the new “Taste the Feeling”
global creative campaign launched in January, will now appear
prominently on packaging. Further underscoring the Company’s commitment
to provide choice, the new packaging is designed to enable consumers to
choose the Coca-Cola that best suits their taste, lifestyle and diet.

To clearly identify each product, the signature color is featured
throughout the packs – black for Zero, silver for Light/Diet and green
for Life. The new graphics will also include the unique product name and
benefits on front of pack to help consumers make an informed choice:

  • Coca-Cola Original Taste (or Classic in select markets)
  • Coca-Cola Light/Diet: Crisp Taste, No Calories
  • Coca-Cola Zero: Zero Sugar
  • Coca-Cola Life: Less Sugar, With Stevia Leaf Extract

“Packaging is our most visible and valuable asset,” said Marcos de
Quinto, Chief Marketing Officer, The Coca-Cola Company. “The Coca-Cola
Red Disc has become a signature element of the brand, synonymous with
great taste, uplift and refreshment. By applying it to our packaging in
such a bold way, we are taking the next step towards full adoption of
the “One Brand” strategy, uniting the Coca-Cola family under one visual
identity and making it even easier for consumers to choose their
Coca-Cola with or without calories, with or without caffeine.”

The new packaging graphics were revealed at an event this evening to
celebrate the roll out of the “One Brand” approach in Mexico. New
packaging will be available in stores in Mexico the first week of May.
Similar versions of the Red Disc graphics will roll out into additional
markets around the world throughout 2016 and into 2017.

“The unification of the brands through design, marks the first time in
our 130-year history that the iconic Coca-Cola visual identity has been
shared across products in such a prominent way,” said James Sommerville,
Vice President Global Design, The Coca-Cola Company. “When applied
across packaging, retail, equipment and experiential, this new approach
becomes a global design language that utilizes a historical brand icon
to present the range of Coca-Cola products available today in a
contemporary and simple way.”

The Company recently announced the launch of the “One Brand” approach,
which extends the global equity and iconic appeal of original Coca-Cola
across the Trademark and is designed to enable consumers to choose
whichever Coca-Cola suits their taste, lifestyle and diet. In support of
the strategy, the Company unveiled “Taste the Feeling”, which is now
live in 195 markets and includes 12 television commercials – three that
debuted for the first time in Mexico: “Professor”,
Empty
Bottles
” and “Antarctic
Summer
” – in addition to more than 100 campaign images, a visual
identity system and a music anthem and audio signature.

For more information on the “One Brand” strategy, new packaging graphics
and “Taste the Feeling” campaign, please visit www.coca-colacompany.com/onebrandpackaging.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands and more than 3,800 beverage choices. Led by Coca-Cola, one of
the world’s most valuable and recognizable brands, our company’s
portfolio features 20 billion-dollar brands, 18 of which are available
in reduced-, low- or no-calorie options. Our billion-dollar brands
include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater,
Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through
the world’s largest beverage distribution system, we are the No. 1
provider of both sparkling and still beverages. More than 1.9 billion
servings of our beverages are enjoyed by consumers in more than 200
countries each day. With an enduring commitment to building sustainable
communities, our company is focused on initiatives that reduce our
environmental footprint, create a safe, inclusive work environment for
our associates, and enhance the economic development of the communities
where we operate. Together with our bottling partners, we rank among the
world’s top 10 private employers with more than 700,000 system
associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo,
visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com
or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

Contacts

The Coca-Cola Company
Judith Snyder, +01 404-676-2683
press@coca-cola.com