Spain has been the market chosen by Coca-Cola to present its new global packaging design for the first time in Europe, with which the multinational seeks to offer a more coherent and recognizable visual experience for consumers around the world. And to communicate it, it will hold a musical event and a new association with La Velada de Ibai Llanos.

The new product image aims to reinforce the brand identity by emphasizing the most iconic and recognizable visual elements by users. The intention, as explained by the company, is “make Coca-Cola more Coca-Cola” with a more solid and unified expression in all countries and touchpoints.

Coca-Cola points out in a statement that the characteristic corporate red or its emblematic Spencerian typography, which is now presented in a larger size, will gain prominence in all the formats of its portfolio. So will the dynamic wave that accompanies the Arden Square logo and block, the square or rectangular frame in which it is usually located.

The new design also seeks to unify the brand between the different varieties of soft drinks, but maintaining the essence of their differences. In this sense, the company points out that Coca-Cola Sabor Original and Coca-Cola Zero Sugar will now share the brand’s iconic red and white, but the sugar-free version incorporates three key visual elements: a larger “Zero Sugar” text, an eye-catching black dynamic ribbon on the cans and a black cap on the bottles. The intention with this is to introduce a clearer architecture throughout the portfolio, as well as “balance global coherence with local relevance”.

The evolution of the image aims to pay tribute to the brand’s legacy, while projecting it into the future. “For more than a century, Coca-Cola has been a symbol of connection, optimism and culture, and this integrated visual identity will allow us to express those values ​​with greater clarity, consistency and impact in all markets”, explained Bianca Michilena, Senior Brand Manager of Coca-Cola Spain.

Coca-Cola points out that our country is the first European market to welcome the new image, which would already be available in the main points of sale. It would also be visible in cold equipment, in digital experiences, in campaigns and in global brand programs. The “New image. Same flavor” campaign, developed together with the WPP agency, will be launched and will have a presence in the main media.

In addition, the brand points out that it will celebrate the arrival of the new design with a series of activations designed to connect with Spanish consumers. Thus, next Friday, July 24, the “Always an icon” event will take place, a day of music and urban culture in Seville. The experience will feature surprise performances and can be enjoyed for free through online registration.

On the other hand, the next day, Saturday, July 25, Coca-Cola will take the new design of its packaging to The Evening of the Year, which is also held in the Andalusian capital, specifically at the La Cartuja stadium. The brand will connect with the youngest consumers by linking to the meeting promoted by Ibai Llanos, one of the reference events of online culture in our country.