{"id":1057,"date":"2022-02-14T12:52:15","date_gmt":"2022-02-14T12:52:15","guid":{"rendered":"https:\/\/escuadracomunicacion.com\/la-polemica-apuesta-de-coca-cola-para-su-nuevo-packaging\/"},"modified":"2022-06-06T09:31:23","modified_gmt":"2022-06-06T09:31:23","slug":"coca-colas-controversial-new-packaging-bet","status":"publish","type":"post","link":"https:\/\/escuadracomunicacion.com\/en\/coca-colas-controversial-new-packaging-bet\/","title":{"rendered":"Coca-Cola&#8217;s controversial new packaging bet"},"content":{"rendered":"<p>When a brand as big as Coca-Cola makes a graphic change, it is always big news in the world of visual culture. In this case, the company has presented new packaging for Coca-Cola Caf\u00e9 Mocha and another for the Coca-Cola Flavours line.<\/p>\n<p>As <a href=\"https:\/\/www.linkedin.com\/in\/brandanstrickland\" target=\"_blank\" rel=\"noopener\">Brandan Strickland<\/a>, Coca-Cola&#8217;s brand director, explains, the proposal to create Coca-Cola in a coffee version stems from the need to increase the moments to consume a Coca-Cola: &#8220;We believe that Coca-Cola with coffee is the perfect option for those who want the stimulating and refreshing taste of a Coca-Cola with the familiar flavour of coffee&#8221;.<\/p>\n<p><img class=\"uk-margin-medium-top uk-margin-medium-bottom uk-width-1-1\" alt=\"pol\u00e9mica apuesta Latas-Coca-Cola-2\" width=\"\" height=\"540\" data-src=\"https:\/\/escuadracomunicacion.com\/wp-content\/uploads\/Latas-Coca-Cola-2.jpg\" uk-img=\"\" \/><\/p>\n<h3>New proposals<\/h3>\n<p>In January 2021, the first Coca-Cola coffee proposals went on sale with the flavours Dark Blend, Vanilla, Caramel and Vanilla Zero Sugar. Now, they have launched the Caf\u00e9 Mocha version, a new proposal that will seek to succeed in this new sector. For all these new flavours they have designed a new packaging that stands out for being a longer can than usual with the label of each flavour and a simple reference to the coffee.<\/p>\n<p>But the most relevant proposal in terms of packaging comes from Coca-Cola Flavours. This is the line that includes the new flavours launched by Coca-Cola and they have created new packaging to make it easier for consumers to differentiate them visually.<\/p>\n<p><img class=\"uk-margin-medium-top uk-margin-medium-bottom uk-width-1-1\" alt=\"pol\u00e9mica apuesta Latas-Coca-Cola-4\" width=\"\" height=\"540\" data-src=\"https:\/\/escuadracomunicacion.com\/wp-content\/uploads\/Latas-Coca-Cola-3.jpg\" uk-img=\"\" \/><\/p>\n<p>The launch is highlighted by new vibrantly coloured cans for Cherry, Vanilla and Cherry Vanilla flavours and their sugar-free equivalents. They feature a bold logo positioned to clearly distinguish between sugar (white font) and zero sugar (black font). The single-coloured cans will be for single flavours and the two-coloured cans will be for flavour fusions.<\/p>\n<p>The brand unveiled the first phase of this packaging change in 2021 for Coca-Cola Original Taste and Coca-Cola Zero Sugar. &#8220;We wanted to modernise and simplify the look of our packaging to help consumers find the taste they are looking for on the shelf through a colourful yet clean design,&#8221; says Natalia Suarez, senior manager, Coca-Cola North America.<\/p>\n<p>The new Coca-Cola Flavours packaging has not taken long to be criticised on social networks. The differentiation of the colours in the logo to indicate whether the Coca-Cola is Zero does not seem to be a very successful way of communicating. Many users have claimed that this measure poses problems of legibility.<\/p>\n<p>For example, in the case of Cherry Coke, there is a black logo on a dark purple background. In the case of Vanilla Coke it is white on gold. It seems obvious that this mixture of colours gives problems of readability.<\/p>\n<p><img class=\"uk-margin-medium-top uk-margin-medium-bottom uk-width-1-1\" alt=\"Latas-Coca-Cola-4\" width=\"\" height=\"540\" data-src=\"https:\/\/escuadracomunicacion.com\/wp-content\/uploads\/Latas-Coca-Cola-4.jpg\" uk-img=\"\" \/><\/p>\n<p>In recent months, Coca-Cola has launched different proposals for its visual identity that have been very popular. One of them was the modification of the logo for a recent campaign and another was the launch of a new minimalist packaging in April. We will see what the company surprises us with in the future.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca-Cola has launched a new packaging that aims to make it easier to distinguish the brand&#8217;s new flavours. The proposal has not taken long to stir up controversy on social networks. <\/p>\n","protected":false},"author":1,"featured_media":920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-1057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola&#039;s controversial new packaging bet<\/title>\n<meta name=\"description\" content=\"Coca-Cola has launched a new packaging that aims to make it easier to distinguish the brand&#039;s new flavours. 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