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Coca-Cola graphics get 'Real'

Consumers worldwide are beginning to see new graphics on cans, PET bottles, and secondary packaging as part of The Coca-Cola Company’s new marketing campaign, “Coca-Cola...Real.”

Pw 15030 Coke Group

Launched in January, the goal of the new design “is to continue to make the Coca-Cola trademark brands contemporary and relevant and yet remain true to the brands’ enduring heritage,” said a press release from the Atlanta-based beverage giant. “The current design has been in place since January, 2000.” The design change will be made to Coke Classic, Caffeine Free Coke Classic, Diet Coke, and Caffeine Free Diet Coke.

According to Petro Kacur, a Coca-Cola North America public and media relations representative, the company worked with international visual identity/design firm Desgrippes Gobe Group (New York, NY). “We did a lot of the design internally as well,” he says. “It gives us a new look, reinforcing our brand values. We’ll incorporate a more robust, richer Coke red, and a more subtle presentation of the contour bottle, along with the familiar Spencerian script. But we’ll change from the graphic of the glass bottle with the product and cap splashing out of it.”

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