Coca-Cola introduces "One Brand" strategy

Zoë Pastelle, 17-year-old movie actress and Instagrammer, is an ambassador for Coca-Cola.With the change in strategy, the three varieties Light, Zero and Life will be united as variants under the umbrella of the original. The brand content and values of Coca-Cola will thus be extended to the entire range. In future, the classic Coke red and the iconic "Red Disc" button will play the main role in communication. All cans and bottles will have the same design and style. To clearly identify each product, the respective color will appear on each package: black for Zero Sugar, silver for Light and green for Life. The new design also includes the name and benefits of each product printed on the front to help consumers make an informed choice. "The 'One Brand' strategy marks one of the most important milestones in Coca-Cola's 130-year history and is a commitment to our consumers," Marcos de Quinto, Executive Vice President & Chief Marketing Officer at The Coca-Cola Company, told the media today. "By uniting all variants under one umbrella brand, we're highlighting the choices within the Coke family more clearly, making it even easier to choose a Coke with or without calories, with or without caffeine, to suit the moment or individual lifestyle." The new design is being rolled out gradually. The Mexican market made the start last spring 2016. Switzerland is one of the first countries in Europe to implement the new "One Brand" strategy.Swiss stars as ambassadorsThe "One Brand" strategy is being launched in Switzerland with an integrated - and for the first time fully localized - marketing campaign consisting of TV, online and outdoor advertising as well as various activities with opinion leaders and on social media. The main protagonists are the four "One Brand" ambassadors Stress, Alexandra Maurer, Xherdan Shaqiri and Zoë Pastelle. They were photographed for the campaign by Swiss star photographer Hanspeter Schneider, and the campaign subjects show the ambassadors in real life moments and in their natural environment. Their choice of the appropriate Coca-Cola variant in the given situation illustrates the choices available to consumers under the new "One Brand". For example, Xherdan Shaqiri can be seen on a public street soccer pitch with a Coke Zero Zucker in the Rhine city of Basel. A second image shows him in the stadium tunnel with a Coke Original in his hand. Alex Maurer enjoys a Coke Light on her sofa at home and backstage she chooses the Original. Rapper Stress was photographed on the streets of his home town of Lausanne with a Coke Original and in the recording studio with a Coke Zero sugar. The 17-year-old movie actress and Instagrammer, Zoë Pastelle, posed with a Coke Life while shopping in Zurich's old town and with a Coke Zero Zucker while partying on Zurich's Langstrasse.