Careful "happy water" fans may find that the Coca Cola they bought recently looks a little different.
Today, Coca Cola announced that it has successively launched new packaged "Coca Cola" products in the Chinese market. This is another global packaging upgrade since the launch of the "one brand" global marketing strategy in 2016.
In fact, it is also the latest move of Coca Cola to promote the goal of "no waste in the world".
The snack generation noticed that the words "recycle me" were specially added to the new packaging to encourage consumers to recycle beverage bottles by creating an atmosphere of talking face-to-face with bottles. Next, let's taste the new packaging of Coca Cola.
Sugar free Cola "transformation"
Xiaoshidai learned from Coca Cola today that the products with new packaging are classic Coca Cola and sugar free Coca Cola, including PET bottled and canned products of different specifications.
"Coca Cola" packaging is renewed
According to its 2020 ESG report, in terms of retail value, the Coca Cola series of the above products contribute the most to the beverage giant with an annual revenue of US $33 billion, accounting for nearly 50%.
On the whole, the new packaging follows the simple style route. It is reported that the packaging Huanxin has simplified the design, deleted some visual elements including streamers, moved the "Coca Cola" logo up and left part of the bottle blank.
Coca Cola described the design concept of "subtraction" as a tribute to its century old classic packaging, and said in its notice that "the 'Coca Cola' arc bottle introduced in 1915 is an eternal classic in the history of world packaging. Its high recognition is reflected in that it can be recognized at a glance even if it is broken on the ground. A truly popular brand may no longer need complicated information and gorgeous design".
In terms of color matching, classic Coca Cola continues the previous matching of red background and white logo; Sugar free Coca Cola uses the combination of red background and black logo.
It is noteworthy that the new color matching 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 matching, and used a black arc with the word "sugar free" on the top of the package to highlight sugar free Coca Cola. The new packaging has changed the overall color matching, which is more different from the classic Coca Cola and more eye-catching on the shelves.
In addition, the package of sugar free Cola also adds "0 sugar" and "0 fat" in prominent places, reflecting the "careful thinking" of the beverage giant to meet the healthy trend.
According to the data of snack generation, sugar free Coca Cola has long been among the "US $1 billion" brand camp of Coca Cola company, and has maintained strong growth in the Chinese market in recent years.
More creative attempts
Another highlight of this change is the addition of sustainable packaging.
Xiaoshidai saw that the three words "recycle me" were added to the new packaging, and the word "Hui" was also designed with two arrows to encourage consumers to recycle beverage bottles in a more intuitive and interactive way to help sustainable development.
In fact, the bottle packaging can be said to be a "treasure billboard", which is reflected in the fact that it does not need additional investment cost, can penetrate into more places with the product, and the consumer groups it touches are guaranteed. Therefore, taking packaging design as the carrier to practice sustainable development is a good direction.
"Coca Cola hopes to further convey the initiative of recycling beverage bottles through product packaging, a globally influential medium. This is another creative global practice of Coca Cola in fulfilling its' no waste in the world 'sustainable packaging strategy." The company reported that the new packaging "Coca Cola" with 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 promote this design to multiple "1 billion dollar" brands.
"The 'recycle me' logo is expected to appear on Sprite, Fanta and Yiquan. It will be replaced one after another in the Chinese market, and the rhythm of each city is different." Coca Cola China today told the snack generation.
These are also the latest actions of Coca Cola to promote the goal of "no waste in the world".
As early as 2018, Coca Cola company released the global sustainable packaging vision of "no waste in the world", promising that by 2025, Coca Cola system will use 100% recyclable packaging worldwide; By 2030, the company will help realize the equal recovery and reuse of the packaging used by the company's products, and use more than 50% of the recycled materials in the global product packaging.
Coca Cola China has also made many attempts to encourage more people to join the team of PET bottle recycling. Since 2019, Coca Cola China, together with Community streets, international designers and material partners, has jointly developed a public publicity exhibition with the theme of "recycling me, see you later" to show the public the value of recycling beverage bottles.
For example, Coca Cola China launched a monthly activity of recycling beverage bottles for drinks in Wuliqiao Street and Changshou Road Street in Shanghai. The recycled beverage bottles will enter the designated recycling and processing institutions, be made into public facilities such as sunshades, and return to the community again to realize the closed-loop circulation of beverage bottles in the community.
Coca Cola China's recycling publicity Exhibition
For a long time, the green development of plastic packaging is not only the key content of environmental governance, but also the key topic of beverage enterprises.
"Recycled PET (RPET) is a kind of material with both economic value and environmental protection significance. Thanks to the well functioning recycling system in China and the complete industrial chain and supply chain, RPET materials have been widely used in clothing, home textile and other industries, further realizing the internal value of PET materials. The recycling and regeneration of beverage bottles requires the cooperation of the whole industry chain and the whole society, including the joint participation of multiple subjects such as manufacturers, consumers and recycling enterprises. The "recycle me" logo of "Coca Cola" is a positive measure to encourage consumers to participate in environmental protection, which will play a leading and promoting role in building a plastic closed loop. "Dr. Wang Jun, technical vice president of plastic recycling branch of China synthetic resin Association (cprra), said in the Coca Cola briefing.