Coca-Cola is switching gears with a new packaging strategy, according to AdAge. Their focus is going to be on variants of Coca-Cola rather than on separate brands depending on consumer desire.
Earlier this year, Mr. de Quinto told Ad Age that loyal consumers “always have loved the brand Coca-Cola.” But “there are moments when this consumer wants to reduce their sugar intake.” In those cases, Coke was forcing people to buy into a completely separate identify, he explained, referring to Diet Coke and Coke Zero.
He goes on to describe how this strategy implied that the product wasn’t really for everyone–that it wasn’t all inclusive–and that’s an intriguing notion.
From an aesthetic standpoint, I love this strategy. Everything feels like a product family, the approach is clean, and the rationale surrounding it seems rather intriguing. By positioning these options as variants of Coke, rather than separate products, I wonder if it will create confusion in-store or if this will seem like a natural evolution for consumers?
Overall, I’m curious to see what it looks like when it is introduced later this year.