Dive Brief:
- Coca-Cola Co. is implementing sweeping changes across all its brands' packaging sold in some European countries. The branding will all look the same while maintaining the brands' different colors and including more detailed descriptions of the soda's contents on the front.
- This includes the original, Diet Coke, Coca-Cola Cherry, Coca-Cola Vanilla, Coke Zero, and its most recent addition, Coke Life.
- Along with the new physical branding, Coca-Cola will be doubling its marketing budget for its healthier brands as well.
Dive Insight:
According to Business Insider, this "one brand" strategy "also serves to highlight how confusing Coke thinks its brand extensions have become." It's hard to tell whether a move like this will change things all that much, which may be why Coca-Cola is trying this strategy out in Europe before introducing it to the U.S., if it ever does.
In other news, Coca-Cola Bottling Co. released its fourth-quarter and full-year 2014 earnings and saw some of its own successes. The Coca-Cola bottler reported increased profits in fiscal year 2014 at $31.4 million, over $27.7 million last year. It also reported higher revenue for the year at $440.6 million, over $394.3 million reported last year.