Shah Alam, April 20 – Coca-Cola yesterday announced significant changes; firstly the introduction of a new design across all of its Coke range in Malaysia, where for the first time ever, the entire Coke range will be marketed under one brand – Coca-Cola. The change will mean that all of Coca-Cola’s varieties including Coca-Cola Classic, Coca-Cola Zero, Coca-Cola Light and Vanilla Coke, will be unified under the one design using the iconic Red Disc. Consumers will soon see the new One Brand design on everything – from cans and bottles to billboards and television ads.
Second, the company launched Coca-Cola Zero Sugar, a new and improved sugar-free Coca-Cola, which will replace Coca-Cola Zero. The new recipe tastes even more like the original Coca-Cola, but without sugar. Coca-Cola Malaysia will support the Coca-Cola Zero Sugar launch with a marketing campaign that encourages more people to try and choose the zero sugar option.
Tish Condeno, Marketing Director for Coca-Cola Malaysia, said that one of the reasons behind the new design and the global One Brand strategy was the brand’s iconic colour – Coca-Cola red.
“Over the years with the launch of Coke Light and other varieties like Coke Zero we have drifted away from ‘Coca-Cola red’. It’s our signature colour that is synonymous with great taste and refreshment,” said Condeno.
“We realised we were in danger of losing our iconic colour in a sea of other colours like silver and black, and we knew we needed to reclaim it as an icon of our brand.
“That’s one of the primary ideas behind the new design and the global One Brand strategy,” she said.
From May, Coca-Cola’s four colas will be marketed under the Coca-Cola master brand instead of being marketed as separate products, to allow Coca-Cola Zero, Coca-Cola Light and Coca-Cola Vanilla to benefit from the closer association with Coca-Cola Classic. The company will also feature all Coca-Cola variants in its advertising, to make clear to more people the full choice offered.