Say goodbye to the recognizable silver Diet Coke cans. To help boost sales of its diet soda variety, Coca-Cola redesigned the cans of all its trademarked variations.
The revamped designs aim to unify all of the company's trademarked Coca-Cola products under one visual identity, which highlights the brand's iconic Red Disc.
While proudly sporting the iconic Red Disc, the new Coca-Cola soda cans have its own signature colors -- red (Classic Coca-Cola), black (Coke Zero), silver (Diet Coke/Coca-Cola Light) and green (Coca-Cola Life).
"By applying the disc across the Coca-Cola Trademark, we're using a signature asset in a contemporary and surprising way to share the equity of Coca-Cola across all trademark products," said James Sommerville, Coca-Cola's Vice President of Global Design.
Sommerville added that the new designs represent a shift in the brand's visual language. This means that the iconic Red Disc has become more recognizable than any other elements in the brand's design.
The brand's focus on the Red Disc is not exclusive to the cans or packaging alone. The icon will also be seen towards the end of the Coca-Cola's global "Taste the Feeling" television ads. It will also become more prominent in billboards and print ads.
"During our design process, we saw the Red Disc as the one design element that could unite the trademark visually. Coca-Cola, any Coca-Cola is refreshing, uplifting and delicious...and the presence of the Red Disc on our new packaging communicates that message," added Sommerville.
Of course, the Red Disc will not be presented the same way across various channels but its presence will undoubtedly manifest whether in an animated TV ad or in a product packaging.
Marcos de Quinto, Coca-Cola's Chief Marketing Officer said that the bold application of the iconic Red Disc in the packaging takes them one step closer to a full implementation of their "One-Brand" strategy.
Apart from uniting the all trademarked Coca-Cola products using a single visual identity, it also helps consumers in choosing their favorites whether it's the one without the caffeine or without the calories.
The new designs will make its debut in Mexico in May. Throughout the year and into 2017, same versions of the new Red Disc can designs will be employed in other markets.
