Coca-Cola is tinkering with its brand again

WASHINGTON — It may be a while before Coca-Cola’s latest brand tinkering comes to the United States, but when it does, choose your Coke carefully.

Coke is testing a “One Brand” global packaging and marketing strategy with new labels on its cans and bottles that make them look very similar.

Coca-Cola says all will feature Coca-Cola Red as a unifying color.

A large, red Coca-Cola disc covers up a good portion of all cans, with Diet Coke’s silver, Coke Zero’s black and Coke Life’s green as background.

“The unification of the brand through design, markets 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 of global design.

“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 simply way.”

Coca-Cola will launch the One Brand appearance in Mexico next month, and will roll it out into additional markets throughout 2016 and 2017.

It did not say when to expect the new packaging to appear in the U.S.

Jeff Clabaugh

Jeff Clabaugh has spent 20 years covering the Washington region's economy and financial markets for WTOP as part of a partnership with the Washington Business Journal, and officially joined the WTOP newsroom staff in January 2016.

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