‘Coca-Cola’ Returns to its Iconic Roots

Tuesday, January 15, 2008

This January 'Coca-Cola' will unveil a new packaging design across its entire 'Coca-Cola' range ('diet Coke', 'Coke Zero' and 'Coca-Cola'). The new design has incorporated the most iconic elements of the 'Coca-Cola' visual identity - the distinctive red, the white dynamic ribbon and the iconic scripted logo which was created in 1886, to create a bold yet simple and timeless creative identity.
This authentic creative design has been reworked for a 21st century audience. New technology has also enabled 'Coca-Cola' to capture the true distinctive and authentic 'Coca-Cola' red for the first time on an aluminum can; giving a sharp and bold overall look.

This packaging will be rolled out globally throughout 2007 and 2008 across all communication platforms, from point of sale through to fridges and licensing.

Cathryn Sleight, Marketing Director, Coca-Cola Great Britain comments:

"This visual identity retains the iconic visual elements of the 'Coca-Cola' brand but presented in a simpler, bolder and more modern way for our consumers."

As a key part of its corporate sustainability strategy to strengthen and improve communication about recyclability of packaging to consumers, Coca-Cola Great Britain will be incorporating the 'Recycle Now' Recycle Mark across this new    'Coca-Cola', 'diet Coke' and 'Coke Zero' packaging, giving consumers in GB an estimated 1.8 billion opportunities to see the communication on these packs alone.  The overwhelming majority of the brands' packaging is 100% recyclable, with aluminium cans made from 50% recycled aluminium and glass bottles made from 30% recycled glass.

The 'Recycle Now' Recycle Mark will also be rolled out across the entire portfolio of 16 Coca-Cola Great Britain brands throughout 2008. Coca-Cola Great Britain has worked closely with WRAP (Waste & Resources Action Programme) to ensure that communication about the recyclability of its packaging is as clear and consistent as possible to encourage consumers to recycle their packaging more often.

Fridey Cordingley, Head of 'Recycle Now' at WRAP comments:
"We are delighted that a brand as well known and high profile as 'Coca-Cola' is putting our 'Recycle Now' logo onto its packaging.  That's 1.8 billion more opportunities for our logo to become even more familiar to consumers in Britain and to help make recycling a habit for everyone."

Another new initiative is being launched on the cardboard outer wraps of multipack aluminium cans of 'Coca-Cola' and 'Coke Zero' this month - short inspirational messages about the benefits of recycling cans aimed at giving consumers another reason to recycle.

For all stockist enquiries call 08457 227222.

Notes to editors

'Coca-Cola', 'Coke', 'diet Coke' and the Dynamic Ribbon device are registered trade-marks of The Coca-Cola Company.

Based on the curvature of a cocoa bean, Coca-Cola®'s Original Glass Bottle was designed in 1915 by Alexander Samuelsson to answer a brief asking for a bottle "which a person will recognise as a Coca-Cola® bottle even if he feels it in the dark….or even if broken, a person could tell at a glance what it was."

Unchanged since its inception, the Coca-Cola® contour bottle has inspired artists such as the likes of Andy Warhol and has become one of the most iconic pieces of packaging design of all time.