Coca-Cola is one of the most universally recognised brands, with the iconic red colour and white writing representing the brand worldwide for over 100 years. Last week, Coca-Cola exposed plans to unify its four sub-brands: Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life under one recognisable brand image.
This is a big move for the brand, as up until now the four brands have been very distinctive and were marketed to different target audiences. According to Brand Republic, all ads in Northern Europe from early May will advertise all four products together. Coca-Cola will also be changing their “Open Happiness” tagline to “Choose Happiness”. While Coke will be featuring all four brands in their ads, they will still single out and highlight the brand that is the focus of that particular campaign.
Coca-Cola’s UK Marketing Chief – Bobby Brittain – has said “By focusing on building one brand and extending the appeal of the original Coca-Cola across our lower and no sugar variants we believe we can drive sustainable growth for our business in Great Britain in the years ahead”
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