Coca-Cola has announced a major global packaging shift as part of its push towards a 'one brand' strategy.
The new packaging for the entire Coca-Cola trademark will feature the brand's signature 'red disc', which figures prominently in the new Taste the Feeling campaign.
The graphic visually unifies Coke, Diet Coke, Coke Zero and Coca-Cola Life, and the design will roll out globally throughout 2016 and 2017.
"Coca-Cola North America is exploring a variety of One Brand packaging graphics for the Coca-Cola trademark," said Judith Snyder, a spokeswoman for Coca-Cola.
The results of testing in North America will inform their packaging considerations for the Coca-Cola trademark in 2017 and beyond.
The brand must also decide how to integrate Diet Coke, which is the only variety to use the word Coke on packaging in certain markets.
All of the new packaging features a unified look utilising the script Coca-Cola.
"Packaging is our most visible and valuable asset," said Marcos de Quinto, chief marketing officer at Coca-Cola, in a statement.
"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.”
