Brand Tracker

Welcome to the automated Brand Tracker diaries.

Czech Republic

Coca-Cola Changes Design and Introduces 200ml Packaging

Campaign: New Visual Identity and 200ml Packaging Launch

Source: https://www.mam.cz/novinky/media-a-trh/2026-09/energie-osvezeni-a-radost-z-kazdeho-dousku-coca-cola-meni-design-a-prichazi-s-200ml-balenim/

Goal: To create a unified and modern visual system that is instantly recognizable across various markets and formats.

Claim: Coca-Cola remains a part of culture, fashion, music, and shared memories.

Summary: Coca-Cola introduces a new vibrant visual style while maintaining its iconic taste. The redesign emphasizes the brand's strong symbols and aims for a cohesive visual identity across products. Along with this, a new 200ml package is launched in the Czech market to cater to the demand for more practical sizes. The campaign also includes a contest leading customers to significant Coca-Cola locations, with a limited series of T-shirts designed by illustrator Barbora Balgová to reflect the emotions associated with the brand.

Germany

EmpCo: EU Directive Forces Ritter Sport to New Packaging

Brand: Ritter Sport

Campaign: New Packaging Initiative

Source: https://www.horizont.at/marketing/news/empco-eu-richtlinie-zwingt-ritter-sport-zu-neuen-verpackungen-103205

Goal: Compliance with EU directives

Summary: The article discusses how Ritter Sport is changing its packaging in response to a new EU directive that mandates sustainable packaging solutions. The company's efforts aim to meet regulatory requirements and enhance their environmental commitment.

EU directive packaging sustainability

Portugal

Chupa Chups creates the ‘impossible’ packaging to showcase the easier one

Brand: Chupa Chups

Campaign: Chupa Chups Impossible

Source: https://www.imagensdemarca.pt/artigo/chupa-chups-cria-a-embalagem-impossivel-de-abrir-para-apresentar-a-mais-facil/

Goal: To highlight the new easier-to-open packaging by exaggerating the difficulty of the old packaging.

Claim: The fight is over.

Media: TikTok, Instagram, social media

Summary: Chupa Chups launched a campaign featuring a specially designed 'Chupa Chups Impossible' packaging that is extremely difficult to open, as a way to highlight their new easier-to-open wrapper. This campaign plays off consumer complaints about the previous packaging and has been promoted through social media challenges and content creators. The new packaging is being rolled out across Europe while maintaining the brand's signature flavor.

consumer engagement packaging social media challenge

Sweden

Coca-Cola Launches New Design for Cans in Sweden

Brand: Coca-Cola

Campaign: New Can Design Launch

Source: https://www.resume.se/marknadsforing/design/coca-cola-far-uppdaterad-design-se-nya-burkarna-har/

Goal: To unify the visual identity of Coca-Cola products

Claim: Everything Coca-Cola does should look like Coca-Cola

Media: Packaging, retail environments, refrigerators, equipment, digital channels

Summary: Coca-Cola is launching a new design for its iconic cans, unifying Coca-Cola Original Taste and Coca-Cola Zero Sugar under a common visual expression that highlights the brand's historic elements. The redesign enhances recognition while distinguishing between the sugary and sugar-free options. The rollout will occur in over 200 markets, starting with Sweden and other European countries.

brand identity Coca-Cola Zero Sugar packaging