Coke Cans Old Classic Design

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Aug 19, 2002
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Beverage giant, Coca-Cola has announced that it will be revamping the graphics on Coke Classic cans and bottles beginning in 2003.

The Atlanta Journal Constitution reports that the graphic changes on
Classic will give it a “look that fits in with its sibling brands — the new
Vanilla Coke and the recently relaunched Cherry Coke.”

Photos of Coke’s new packaging show the company is using a deeper red background
while adding a touch of yellow to its dynamic ribbon design.


John Sicher, editor and publisher of Beverage Digest said of the new packaging
design, “It’s a much cleaner, less cluttered look. In and of itself, it probably
won’t boost volume. But it’s a needed improvement.”

Moderator’s Comment: Does the revised/updated packaging
for Coke Classic signal that the company is going to be intensifying its marketing
efforts to win the colas war?


We showed the new Coke packaging image to five people
in a highly unscientific test and none noted any difference between this and
the current design.


One member of our test group squinted and kept a fixed
gaze on the photo believing that another image would appear if given enough
time. After a couple of minutes, the member decided that Coke was not using
its packaging to create a graphic mirage.


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