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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

Original Illustrators Willing to Work for FREE!

Get your ad here for 30 days, for a ridiculous price.

25 responded to this post

MZ said on February 27th, 2007

Honestly, I wouldn’t have noticed.

Kim said on February 27th, 2007

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.

ivan from aotw said on February 27th, 2007

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.

Bob said on February 27th, 2007

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.

Jerome Dahdah said on February 27th, 2007

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.

Blaise said on February 27th, 2007

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.

a student said on February 27th, 2007

photo hunt ?!

VonK said on February 27th, 2007

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…

Nigel said on February 27th, 2007

â€œThis new campaign invites people to create their own positive reality, to be spontaneous, listen to their hearts and live in full color.â€

Wow, marketing speak can get really out of line sometimes, eh?

Sheesh.

Nuno Coelho said on February 27th, 2007

I think its awesome!

The Ad Mad! said on February 28th, 2007

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

David H. said on February 28th, 2007

Looks very retro, which I really like!

Igor said on February 28th, 2007

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

Peter Marquardt said on February 28th, 2007

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.

VonK said on February 28th, 2007

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.

bill bradski said on February 28th, 2007

Coca Cola makes me want to be a better man…Yeah.

MeDeA_ said on March 1st, 2007

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!!!

Jose Roseva said on March 1st, 2007

better is boring

Pierre said on March 1st, 2007

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.

Ron E. said on March 2nd, 2007

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

Christian said on March 4th, 2007

I think it’s gorgeous. I always hated all of that slick “sweat drops” and stuff.

denis said on March 4th, 2007

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.

CBETA said on March 5th, 2007

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.

Mark said on May 5th, 2007

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?)

VanMa said on July 31st, 2007

…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? ; )

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