Coca-Cola in New, Simplified Style

All products in the Coca-Cola family will be available in a new, unified visual identity. This change is the next stage in the "One Brand" strategy implemented in Poland since 2016. It positions all Coca-Cola products as one brand with various variants, promoting consumer choice based on personal preferences.

Strategy promoting choice

Under the "One Brand" strategy, all Coca-Cola products are positioned as a single brand with different variants. This reinforces the awareness that, no matter which variant consumers choose to match their expectations, they will always receive the great taste of Coca-Cola and refreshment. To emphasize choice based purely on personal preferences regarding sugar content, calorie count, or packaging size, all Coca-Cola variants available on the market are communicated and promoted together. In Poland, these are Coca-Cola and Coca-Cola Zero. The rollout of the strategy in the Polish market began last year with the "Taste the Feeling" advertising campaign.

New visual identity

As the next element of the strategy, a new visual identity for packaging of all Coca-Cola variants will be introduced in January 2017. It is based on a unified visual identification system using the iconic red disc with the Coca-Cola logo on all beverage packages.

"Introducing a common visual identity, where the iconic red disc with the Coca-Cola logo appears on every variant’s packaging, is a historic first in our company’s over 130-year history. It’s a simple and effective way to convey that every Coca-Cola carries the same values — joy, optimism, and happiness — which have made it a beloved brand across generations and geographies. At the same time, by responding to consumers’ expectations regarding lifestyle, diet, or taste, we offer them a simple choice among Coca-Cola variants tailored to their preferences" — summarizes Mikołaj Ciaś, Marketing Director of Coca-Cola Poland Services.

Coca-Cola in a new look, same great taste, choose your variant

Drinks in the new, unified visual identity will be available in stores starting January 2017. As part of implementing this change, an integrated marketing campaign under the slogan: "Coca-Cola in a new look, same great taste. Choose your variant" will launch in February.

The campaign strategy, media planning, and buying are handled by media agency MediaCom, while local graphic material adaptation is managed by agency Fortis. SMG Liquid Thread is responsible for creative development and social media management. PR activities are entrusted to Rc2 Raczkiewicz Chenczke Consultants.

Definitions from the article

One Brand strategy in Coca-Cola’s new visual identity

PR — Public Relations / relations publiczne. Activities building an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand storytelling.

Why it matters: It builds credibility from third-party voices — something no paid ad can buy. An editorial piece or well-handled crisis carries more weight than a campaign — because it’s not the brand talking about itself.

When to use it: Continuously: media relations, press releases, interviews, events; particularly during crises or company changes.

Risk of omitting it: Without media relations, a company communicates only through paid channels, and in a crisis, it risks lacking spokespersons and public trust.