Packaging / Advertising & Office

Careful "Happy Water" fans may find that the Coca-Cola they recently bought looks a bit different.

Today, the Coca-Cola Company announced that it has successively launched new packaging "Coca-Cola" products in the Chinese market. This is another packaging upgrade on a global scale since the release of the "same brand" global marketing strategy in 2016.

In fact, changing the outfits of its leading products is also Coca-Cola's latest move to advance its goal of "no waste in the world".

Xiaoshidai noticed that the new packaging specifically added the words "recycle me", and encouraged consumers to recycle beverage bottles by creating an atmosphere of talking face-to-face with the bottles. Next, let's sample Coca-Cola's new packaging together.

Sugar-free Coke "Big Transformation"

Snack Dairy learned from Coca-Cola today that the new packaging products are classic Coca-Cola and sugar-free Coca-Cola, including different specifications of PET bottled and canned products.

"Coca-Cola" packaging renewed

According to its ESG report for 2020, in terms of retail value, the Coca-Cola series to which the above-mentioned products belong has the largest contribution, accounting for nearly 50% of the US$33 billion beverage giant.

In general, the new packaging is taking the simple style route. According to reports, the design of the packaging renewal has been simplified, some visual elements including streamers have been deleted, and the "Coca-Cola" logo has been moved up, leaving part of the bottle body blank.

Coca-Cola described the design concept of "subtraction" as a tribute to its century-old classic packaging, and stated in the notification that "the "Coca-Cola" curved bottle that came out in 1915 is an eternal classic in the history of world packaging, and its high recognition is reflected in Even if it is broken on the ground, it can be recognized at a glance. A truly deeply rooted brand may no longer need complicated information and gorgeous design."

In terms of color matching, the classic Coca-Cola continues the previous red bottom and white logo; sugar-free Coca-Cola uses a red bottom and black logo.

It is worth noting that the new color scheme of sugar-free Coca-Cola is the most intuitive adjustment this time.

Xiaoshidai noticed that the old version of the product was based on the classic red and white color scheme, and added a black arc with the word "Sugar Free" on the top of the package to highlight the sugar-free Coca-Cola. The new packaging changes the overall color scheme. While it is more different from the classic Coca-Cola, it is also more eye-catching on the shelves and other locations.

In addition, the packaging of sugar-free cola has added "0 sugar" and "0 fat" content in a prominent place, reflecting the "careful thinking" of the beverage giant to cater to the health trend.

Snacks Agency checked the information and noticed that Sugar-Free Coca-Cola has long been among the Coca-Cola Company’s "$1 billion" brand camp, and has maintained strong growth in the Chinese market in recent years.

More creative attempts

Another highlight of this refurbishment is the addition of sustainable packaging content.

Xiaoshidai saw that the three words "recycle me" were added to the new packaging, and the word "回" was also designed as a pattern with two arrows to encourage consumers to recycle the beverage in a more intuitive and interactive way. Bottle, help sustainable development.

In fact, the bottle packaging can be said to be a "treasure billboard", which is reflected in the absence of additional investment costs, the ability to penetrate more places with the product, and the guaranteed consumer groups to reach. Therefore, it is a good direction to practice sustainable development with packaging design as a carrier.

"The Coca-Cola Company hopes to use product packaging, a medium with global influence, to further convey the beverage bottle recycling initiative. This is also another highly creative initiative of the Coca-Cola Company in the process of fulfilling its "No Waste in the World" sustainable packaging strategy. Global practice." The company reported that the new packaging "Coca-Cola" with the sustainable packaging logo has also been listed in the global market, including the United States, Singapore, Malaysia and other markets.

Next, Coca-Cola, which has a large beverage family, will also promote this design to multiple "$1 billion" brands.

"The "Recycle Me" logo is expected to appear on Sprite, Fanta and Yiquan, and will be gradually replaced in the Chinese market. The rhythm of each city will be different." Coca-Cola China told Xiaoshidai today.

These are also the latest moves of the Coca-Cola Company to advance the goal of "No Waste in the World".

As early as 2018, The Coca-Cola Company released the "No Waste under the World" global sustainable packaging vision, promising that by 2025, the Coca-Cola System will use 100% recyclable packaging worldwide; by 2030, help realize the packaging used by the company's sales of products The same amount of recycling and reuse, while using more than 50% of recycled materials in global product packaging.

In order to encourage more people to join the ranks of PET bottle recycling, Coca-Cola China has also made many attempts. Since 2019, Coca-Cola China has joined hands with community streets, international designers, and material partners to jointly develop the "Recycle Me, See You Later" recycling theme public exhibition to show the public the value of beverage bottle recycling.

For example, Coca-Cola China conducts a monthly recycling of beverage bottles in Shanghai Wuliqiao Street and Changshou Road Street. The recovered beverage bottles will enter the designated recycling and processing institutions, be made into public facilities such as parasols, and return to the community again to realize the closed loop of beverage bottles in the community.

Recycling public promotion exhibition of Coca-Cola China

For a long time, the green development of plastic packaging has been a key content of environmental governance and a key issue for beverage companies.

"Recycled PET (rPET) is a material with both economic value and environmental protection significance. Thanks to the well-operated domestic recycling system and a complete industrial chain and supply chain, rPET materials have been widely used in clothing and home textiles and other industries to further realize The internal value of PET materials. The recycling of beverage bottles requires the coordination of the entire industry chain and the entire society, including the participation of multiple entities such as manufacturers, consumers, and recycling companies. The "Recycling Me" logo of "Coca-Cola" is a Active measures to encourage consumers to participate in environmental protection will play a leading and promoting role in building a closed plastic loop. "China Synthetic Resin Association Plastic Recycling Branch (CPRRA) Technical Vice President Dr. Wang Jun said in the Coca-Cola bulletin.

Today, Coca-Cola China told Snack Foods that in addition to the "recycling me" label on the bottle, the company will continue to commit to the public education and dissemination of the recycling of beverage bottles, by working with all walks of life to create themed exhibitions and uniting community streets to create beverage bottles Recycling closed-loop mode, designing and launching rPET derivatives, and other creative attempts to achieve the goal of "no waste in the world".