Friday, April 22, 2016

Sorry Coca-Cola, I don't think this ugly new can design is going to save you.

After five straight quarters of increases in soda volumes, due no doubt to the clever packaging personalization effort, volume was flat in first quarter 2016.  And flagship Coke volume declined in every region except Asia.  (Esterl, 2016)

Coke's solution - a new global advertising campaign begun in January doesn't seem to be helping.  So here comes a can redesign. (Lukovitz, 2016)

Ugh.  The new design doesn't appeal to me and I don't think it's going to address the wave of concern about health issues associated with sugary drinks that's the underlying cause of the decline in soda sales.

Worse yet, it may negatively impact the success of Diet Coke in the US because consumers will no longer be able to recognize the brand.

Perhaps they should have looked a bit more closely at the epic fail of Tropicana's package redesign n 2009 before making the move.

Esterl, M. (2016, April 21)  Flat Soda Consumption Hits Coke.  Wall Street Journal.  pB3 

Lukovitz, K. (2016, April 19)  Coca-Cola Unveils Global 'One Brand' Packaging.  retrieved April 21, 2016, from

Zmuda, N. (2009, April 2)  Tropicana Line's Sales Plunge 20% Post-Rebranding.  Retrieved April 21, 2016, from

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