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Coca-Cola packaging redesign spearheads global strategy

By Rory Harrington , 18-Nov-2009
Last updated on 18-Nov-2009 at 13:53 GMT

Coca-Cola is to create a single global packaging design for its key juice brands as part of a bid to cement its market leadership in the sector, the company has announced.

The world’s leading drinks manufacturer said the homogeneous packing design would act as a “new visual identity for key brands in the company's extensive family of juice beverage” and would be implemented across all its core brands.

"The scale and magnitude of this worldwide rebranding effort is significant for our juice business," said Guy Wollaert, general manager, at Coke's global juice center. "Our new, uniform packaging design system unites key brands in our juice portfolio, including Minute Maid, Del Valle, Andina and Cappy, under a single, iconic brand identity."

He added that the new design would help the company leverage its scale in a fragmented market.

Coke served notice that this was one of a number of new initiatives it would table over the next few months as part of a strategic push to consolidate its position in the juice segment.

The company has more than 100 juice and juice drink brands in 145 countries. Its market share has almost doubled since 1999, with the company’s global juice volume now twice as large as its nearest rival, said the Atlanta-based giant. It added it was the world leader in purchase of fruit for juice – buying one out of every six oranges processed for juice.

Packaging revamp

The new look is based around the logo and colour scheme of the Coke’s flagship juice brand Minute Maid – and would include that product’s black rectangle and white background logotype. The company said it wanted the packing overhaul to bring a cohesive and modern look to its juices.

“By uniting the juice brand portfolio under one scalable framework, new packaging can be introduced quickly and efficiently, ensuring a consistent global design that builds brand value while minimising operating costs and increasing productivity for local businesses worldwide,” said a company statement.

The new design will be rolled out in the United States this month on its Minute Maid drinks with a staggered global launch of other products throughout 2010.

Milestones

Announcing the initiative at a meeting with US analysts and investors in Atlanta, the company said this was the first of a series of “important milestones in a business strategy that will continue to strengthen the Company's position as the global leader in juice”. Other schemes to be unveiled over the coming months would include product innovations, sustainability efforts, strategic partnerships and the debut of successful juice products in additional markets, said Coke.

CEO Muhtar Kent also said he wanted to double company revenues from its bottling division to $200bn by 2020 by targeting middle class consumers in India and China. He also highlighted a push to develop drinks for ageing consumers in the US and other developed markets.

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