Coca Cola Can Redesign
Coca-Cola Japan Co has redesigned its cans and bottles as part of its “The Coke Side of Life” marketing campaign. The beverage maker said Monday that the new look can will hit the Japanese market on Jan 29 before its introduction to the world market in March.
“We live in a world where we make choices every day and ‘The Coke Side of Life’ encourages people to make those choices positive ones,” said Marc Mathieu, senior vice president for carbonated soft drink core brands, marketing, srategy and innovation. “This new campaign invites people to create their own positive reality, to be spontaneous, listen to their hearts and live in full color.”
What are your thoughts on this?
Found at: Japan Today
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February 27th, 2007 at 3:16 pm
Honestly, I wouldn’t have noticed.
February 27th, 2007 at 3:36 pm
I picked one up the other day, before hearing about the switch, just because I thought the can looked different somehow.
It struck me as kind of old looking, like something from the 60’s. It definitely has a cleaner look than the earlier can, and I much prefer this one. Feels more classy, like it can actually sell because of the content, not an overly flashy can design.
February 27th, 2007 at 4:09 pm
Here in bahrain the cans look much cooler and they have the 2007 The Coke Side of Life theme with the rich graphics. I don’t know about this Japanese design. It looks clean, but definitely boring.
February 27th, 2007 at 4:14 pm
Other than the weight of the type and swoosh, it’s the same, right? (I know, I know, those aren’t exactly trivial items to a designer.)
Maybe they just want Coke to be be perceived as a “lighter” beverage.
February 27th, 2007 at 4:20 pm
The one on the right is the newer one? I find that a little surprising considering the ongoing trend of making everything flashier and glossier. It’s taking a bit getting used to but after looking at the new, simple design, I’m starting to like it. Has a bit more class compared to the current “I’M JUMPING IN YOUR FACE SO YOU BUY ME!” look.
February 27th, 2007 at 4:22 pm
From what I can see, It looks like they ditched the fake sweat drops and drop shadows, simplified the white curve and have gone back to the clean classic “Real Thing” look. If this is true, I like it.
It will be interesting to see how using the words “Refreshing and Uplifting” will play out in their advertising.
February 27th, 2007 at 4:47 pm
photo hunt ?!
February 27th, 2007 at 7:07 pm
I agree with Blaise, Kim, etc.
Losing the droplets, shadows and stuff is a nice change.
I see “Refreshing & Uplifting” in a sans. Too small to see if it’s nice, though…
February 27th, 2007 at 9:00 pm
“This new campaign invites people to create their own positive reality, to be spontaneous, listen to their hearts and live in full color.”
Wow, marketing speak can get really out of line sometimes, eh?
Sheesh.
February 27th, 2007 at 10:13 pm
I think its awesome!
February 28th, 2007 at 1:01 am
Are you sure you placed the ‘before’ and ‘after’ correctly? hehe…
The newer one seems like going way back in time…I don’t dig the change…may work in Japan though…who knows
February 28th, 2007 at 2:38 am
Looks very retro, which I really like!
February 28th, 2007 at 5:53 am
the changes are insignifiant. i believe that coke could design an other model of their can more futurisic , for example, make doze like the design of the bottle more handy.
cheers
February 28th, 2007 at 10:53 am
One thing I don’t like is the particular red they use. Seems like there is too much yellow in it. The other one with more cyan looks nicer. I do like the simplicity though and would REALLY like to see a close up where I see the type of the slogan.
February 28th, 2007 at 11:03 am
I like how removing the droplets and shadows and yellow, etc. gets the “retro” reaction from some folks.
Maybe it’s “retro” because all the newfangled noise has been removed, leaving only the word-mark, which was created sometime in the 1880s.
February 28th, 2007 at 12:36 pm
Coca Cola makes me want to be a better man…Yeah.
March 1st, 2007 at 12:00 am
i can’t believe it…they spend a lot of million dollars to add this…yellow line, and the white wave, and the drops…
and now…they are just taking them out!!!
March 1st, 2007 at 1:20 pm
better is boring
March 1st, 2007 at 6:21 pm
It most certainly is retro. Getting rid of fanciful elements such as drop-shadow, droplets and swishes is good in my book.
Given the gigantic corporate image surrounding the brand, I think a little less flair and a little more modesty could do them good.
March 2nd, 2007 at 11:06 pm
Hey there, I think the change is pretty noticeable (at least for someone with “marketer eyes”)…
I think Coca-Cola JP is following a very simple strategy. Counteract to what your main oponent is doing. Pepsi is going for all the dynamic, changing, robuts, design filled cans… They’re just keeping it simple. The can is just screaming “Hey, it’s me Coca Cola, you know me well, buy me…”
…And I think it will work rather good for them.
Good Job,
Ron E.
http://www.brandcurve.com
March 4th, 2007 at 12:40 am
I think it’s gorgeous. I always hated all of that slick “sweat drops” and stuff.
March 4th, 2007 at 7:07 pm
It’s definitely cleaner but I don’t buy for a second that it’s all about letting the customers create their own positive reality bla bla bla - that’s the WORST HARD SELL EVEERRRRRR…
Removing the crass sweat marks, drop shadows and gradients refines the form a bit, but it doesn’t refine or change the brand at all in my view.
I would have loved to have seen something more different rather than just removing all of the ‘decorative’ elements. I find it uninspired frankly.
March 5th, 2007 at 6:51 pm
If you are going to spend millions to make a change, make it a good one! This is is no way better. Its actually more boring.
May 5th, 2007 at 5:37 pm
I LIKE IT!
no BS fake droplet graphics,no web 2.o crap,nice simple clean and definately old school IN A GOOD WAY!
Reminds me when can designs were a bit more DRINKABLE! (remember Pepsi’s old 80’s and 90’s design?)
July 31st, 2007 at 8:06 am
…it’s the look I remember it having in the eighties (in Germany, at least). I liked it and found the flash stuff over the top for a “simple” soft drink.
… will they change the openers back as well? ; )