Just days ago, the Guardian reported that Coke was set to bring together its diverse branding into one unified line.
The paper said that, ‘Under the new proposition they will be united by an ad campaign featuring all the packs with a linked design. The activity will be introduced across the UK and Europe from next week, with full distribution and marketing launching in May.’
The broadsheet’s feature wasn’t sure whether the move was set to help the global drinks giant. Coke’s press release says it seeks to clarify what each drink really means, something that right now is not exactly clear.
Muddying the waters
But will unification help? ‘Recent research shows that not all British consumers fully understand the choice offered within the Coca-Cola trademark and the distinct benefits of each brand,’ reads Coke’s release. ‘For example, five out of 10 consumers do not realise Coca-Cola Zero is a no sugar, no calorie drink.’
For such a globally recognised brand, a 50% failure rate on product recognition is a serious shortcoming. “We believe our no and lower sugar variants will benefit from this closer association with Coca-Cola and that featuring all variants in our advertising will make clear to more consumers the full choice we offer them.” said Jon Woods, General Manager of Coca-Cola Great Britain & Ireland.
We’re unsure whether aligning the brands is going to set lower sugar variants up for higher sales. Is the move just driven by the UK Government’s tough stance on sugar?