If like me you are fascinated by the big moves of large brands and how they try to change aspects of their identity then you will also find the latest news regarding Coca-Cola’s one ‘ One Brand Strategy’ of particular interest. This week the company announced they were going to merge their portfolio of products and unite under one brandThis is an interesting development because for as long as I can recall Coca-Cola have kept their products all separate giving them all distinctive identities,sometimes to the detriment of their popularity (new coke).These developments will undoubtedly shape a great deal of what the company do in terms of their brand communications. Their communication channels, in particularly Social Media activity, Email marketing and traditional advertising will all have to reflect this ‘one brand shift’.With this idea of uniformity and bringing all the products essentially under one banner could this mean the end of some of the classic advertising that coke have produced over the years?
With this idea of uniformity and bringing all the products essentially under one banner could this mean the end of some of the classic advertising that coke have produced over the years?
Diet Coke for example became synonymous with giddy women on their lunch break gawking at a good looking topless window cleaner. This bold advertising made Diet Coke distinct and created its own potent brand in its own right. So are we looking at greater uniformity within Coca-Cola at the expense of some brilliant content and great stories from their previously diversified portfolio of brands? Details have started to emerge in terms of what this new united brand will look like. Pictures have been released where all coke products will now have the same logo with a similar design to demonstrate this newly united brand.
Additionally the products will all have the new strapline “choose happiness” . The reasoning behind this brand unification is to ensure that people are aware of all the contents of each respective product to show that Coca-Cola is more health conscious as a company.
In the view of yours truly I can understand the thinking this but is it really necessary? most people I know would be able to tell you that Coke Zero and Diet Coke have significantly lower sugar content than Classic Coke. I feel that perhaps coke are overthinking things here. Their market share in the soft drinks industry is a very healthy 37%. So I am struggling to comprehend the necessity of this new strategy.
I would compare this to when the spiderman franchise was rebooted 3 years ago when Andrew Garfield was cast for yet another origins story about Peter Parker. This was not needed, but it happened anyway. So are coke trying to apply the same method Hollywood have used by trying to reboot big franchises by going back to the very essence of the product? The question is will this move by coca-cola actually change anything and be translated into greater revenue. Or is this just a great deal of money wasted? At this stage it’s very hard to tell. But one thing is for sure there will be many angry women out there if there is no more ‘Diet Coke Break’.