Welcome to the automated Brand Tracker diaries.
Why would a recognisable brand like Coca-Cola need a refresh?
Source: https://www.marketing-interactive.com/why-would-a-recognisable-brand-like-coca-cola-need-a-refresh
Goal: Ensure brand consistency across various markets
Claim: One recognisable brand experience
Summary: Coca-Cola has introduced a global visual identity refresh aimed at creating a clearer and more consistent brand experience across over 200 markets. This subtle update reinforces the brand’s core elements rather than reinventing them, highlighting the importance of maintaining brand equity in a competitive landscape.
Coca-Cola reinforces global visual identity with new image for over 200 markets
Goal: To create a consistent visual identity across all consumer touchpoints
Claim: New Image. The Same Flavor
Media: Digital platforms, packaging, retail
Summary: Coca-Cola is implementing a new global visual identity system to reinforce iconic brand elements and create a more consistent consumer experience across more than 200 markets, including Portugal. The campaign titled 'New Image. The Same Flavor' aims for every expression of the brand to be instantly recognizable as Coca-Cola. The transition will occur gradually, allowing the old and new designs to coexist temporarily as the products are distributed. A new Brand Center and design tools have been developed to support this implementation, with creative collaboration from multiple agencies.
The Globe and Mail Creates a System for Various Themes from Its Headline
Goal: To adapt the existing brand identity for a digital audience
Media: Television, outdoor advertising, print, digital channels, audio formats
Summary: The Globe and Mail, a Canadian newspaper, is utilizing its headline as a flexible visual system that can change based on ad themes. The campaign 'What Shapes Your World?' developed by VML Canada modifies the original headline structure while keeping it recognizable. It was launched in March 2026 with various adaptations across multiple media platforms to connect with a digital audience.
Coca-Cola refreshes its look without rewriting the recipe
Source: https://www.marketing-interactive.com/coca-cola-refreshes-its-look-without-rewriting-the-recipe
Goal: To create greater consistency across marketing and packaging
Claim: Coca-Cola is one of the most recognised brands in the world
Media: Digital touchpoints, packaging, retail environments
Summary: Coca-Cola has introduced a new global visual identity system to enhance consistency across its marketing and packaging in over 200 markets. The refresh emphasizes the brand's core visual elements and includes updates to Coca-Cola zero sugar packaging. A new immersive brand center and AI-powered design tools will support the rollout, aiming to ensure brand governance and consistency.
Coca-Cola Changes Its Visual Image Worldwide (and the Cans and Bottles You Buy in Uruguay Will Look Different)
Goal: To make Coca-Cola products unmistakably recognizable worldwide
Claim: Coca-Cola is one of the most recognized brands in the world
Media: Digital experiences, packaging
Summary: The Coca-Cola Company launched a global visual identity refresh that is being rolled out in Latin America, including Uruguay, enhancing the iconic red and white palette, emphasizing its historic Spencerian typography, and introducing more prominent branding for Coca-Cola Zero Sugar. The aim is to ensure consistency and clarity in the brand's appearance across over 200 markets.