Coca-Cola Unifies Its Brands by Having Their Styles Compete
Coca-Cola Spain unveiled a Unified Approach design in effort to offset dropping sales
With an approximately 94 percent rate of global brand recognition, working for Coca-Cola’s branding department isn’t about grand gestures and broad changes. Instead, subtlety and nuance are the name of the game, and Coca-Cola Spain just hit it out of the park (or “into the goal,” for our European readers).
In an attempt at addressing dwindling soda sales—expected in the American market but not in the international one—Coke has been focusing on cutting production costs and, unsurprisingly, leveraging its massive brand and marketing capabilities. Ever since Diet Coke was introduced in 1982, Coca Cola has treated each of its cola brands as a separate entity to market, with cans and bottles across the varietals evolving in different ways. Until now.