Coca-Cola Just Made Its Cans Harder to Tell Apart. That’s the Strategy

The new identity looks like a simple design update. It serves as a succession plan for the world’s most famous product.

EXPERT OPINION BY VICTORIA WATTERS, CO-FOUNDER, DRY ATLAS

Photo: Courtesy Coca-Cola

In the coming months, you’ll find every Coca-Cola variant displaying the same uniform look in the soda aisle. The company just revealed a new global visual identity that will roll out in over 200 markets. This system focuses heavily on its signature red-and-white, with the Zero Sugar version distinguished only by a thin, black ribbon. Marketers have spent the week debating whether Coca-Cola made its own products harder to identify.........

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