Coca-Cola Adopts One-Brand Strategy, “Choose Happiness”

The Coca-Cola Company will harmonise its energy and money marketing its many different brands like Diet Coke, Coke Zero and Coke Life—into a unified brand architecture to clean up any confusion in the marketplace—especially around its beverage brands with reduced sugar and calories.

Following commissioned research that UK consumers do not fully understand the difference between the four brands, with five percent having no idea that Coca-Cola has no sugar or calories, for example.

Now, by putting them all under the Coca-Cola name, the global beverage giant hopes to differentiate them on the actual packaging.

The branding on all cans will be the same, but distinct coloring will help distinguish the varieties as the old logos move from vertical to horizontal.

Each can also features descriptive text to differentiate it from the others, while maintaining the colors from the current versions: Red (Classic). Green (Life; low-cal). Black (Zero cal, some sugar). Silver (Diet Coke; Zero cal, zero sugar).

Starting in May, all Coca-Cola advertising and messaging in the UK will feature the four brands,reports Marketing Magazine. The new campaign will shift the brand’s tagline from “Open happiness” to “Choose happiness”.

“By focusing on building one brand and extending the appeal of the original Coca‑Cola across our lower- and no-sugar variants, we believe we can drive sustainable growth for our business in Great Britain in the years ahead,” stated Jon Woods, General Manager of Coca‑Cola Great Britain & Ireland.

According to Bloomberg, the UK brand refresh is stretching across Europe with the notable exception of Spain: “the new cans and bottles have started to hit store shelves now in 12 European countries, while two of the designs (for Coca-Cola and Coke Zero) are being distributed across the US.”

As Coca-Cola Great Britain’s press release on the move notes, the rebranding follows its health moves in the market. This one brand strategy also builds on Coca‑Cola’s commitment to contribute to healthier and happier communities.