Coca-Cola Malaysia unveils new designs in one of the biggest changes in brand’s 130-year history
And introduces NEW AND IMPROVED Coca-Cola Zero Sugar
19 April 2017, MALAYSIA – Coca-Cola today 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.
New One Brand Packaging Design
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.
From this month, Coke’s range of beverages will feature the ‘rising’ red disc and a splash of their signature colours our consumers know so well – black for Zero, silver for Light and yellow for Vanilla.
“The unification of the brands through this design marks the first time in our 130-year history that the iconic Coca-Cola visual identity has been shared across products in such a prominent way,” added Condeno.
The launch of the One Brand strategy also reinforces Coca-Cola’s commitment to encourage more choice for consumers with the company committed to ensuring all of the varieties feature prominently in advertising, including its low and no sugar varieties.
“As consumers’ tastes evolve so does our portfolio of beverages. We believe one of the best ways we can support the growth of low and no sugar varieties of Coca-Cola is for them to sit under our iconic Coca-Cola red so all our Coke products share the limelight” said Condeno.
“Under One Brand you will no longer see distinct brand campaigns for each of the variants. Rather, all advertising will feature the Coca-Cola products equally enabling consumers to an informed choice on the Coca-Cola that suits their taste, lifestyle and diet,” she said.
The New and Improved Coca-Cola Zero Sugar
Coca-Cola Malaysia has also launched a new and improved sugar-free variant, Coca-Cola Zero Sugar to encourage more people to taste and choose a no sugar option. The new recipe, which will replace Coca-Cola Zero, tastes even more like the original Coca-Cola (Coca-Cola Classic), but without sugar.
Condeno said, “We know that many people love the taste of the original Coca-Cola. We also know that some of them want to reduce their sugar intake but have been reluctant to try a no sugar option because they don’t think they taste as good as the original. That’s why we are excited to unveil the new Coca-Cola Zero Sugar, which matches the taste of the original Coca-Cola, but without the sugar.”
As well as the improved taste and the new name – Coca-Cola Zero Sugar, packaging in line with the company’s ‘One Brand’ marketing strategy will make it even clearer to consumers that the drink is sugar-free.
The new packaging and the new Coca-Cola Zero Sugar will be available in-store from May onwards.
About Coca-Cola Malaysia
In addition to Coca-Cola, one of the world’s most valuable brands, the Coca-Cola system in Malaysia manufactures, markets and distributes over 40 products including sparkling beverages (Fanta, Sprite, A&W, Schweppes), zero-calorie sparkling beverages (Coke Light, Coca-Cola Zero Sugar, Sprite Zero), juice drinks (Minute Maid Pulpy, Qoo), isotonic drinks (Aquarius), teas (Heaven and Earth), coffee (Georgia) and waters (Dasani, glacéau vitaminwater). Coca-Cola has been refreshing Malaysians for more than 80 years and is committed to making a lasting, positive difference in the local community.
For more information about Coca-Cola Malaysia visit: www.coca-cola.com.my