Did Coca-Cola take the ‘fridge cigarette’ too far?

The 140-year-old brand debuted a new visual identity this week.

BY María José Gutiérrez Chávez

For any brand, a major redesign is a make or break moment. But for legacy companies with decades of clout behind them, the stakes are even higher.

So when Coca-Cola unveiled a new global visual identity this week (it has not yet launched in the North America market), it also gave the internet........

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