Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Coca-Cola in Croatia has announced the integration of the various Coca-Cola brands including Coca-Cola Classic and Coca-Cola Zero, into a single Coca-Cola family with two versions. With this change all promotional materials and packaging will carry the unique Coca-Cola label with a different choice of ingredients and calories. Such a new brand approach is a further step forward in promoting consumer choice and is in accordance with the commitment of Coca-Cola to provide each customer any necessary information and thus facilitate their decision-making.
Trying to follow the tastes and lifestyles of consumers, Coca-Cola over the years introduced innovations to the market by introducing new brands with recognizable features. It thus enriched the selection for consumers, offering products without sugar, but equally delicious such as the Coca-Cola Zero.
After the announcement, which represents a step forward and a new direction for Coca-Cola, two separate brands, Coca-Cola and Coca-Cola Zero, in the Croatian market will be unified under one brand.
The new approach will extend the legacy of the original legendary Coca-Cola in the entire Coca-Cola family, while the packaging design and advertising will emphasize the unique benefits of each product, which will facilitate and simplify consumers’ purchasing decisions.
The choice will be further enhanced by new marketing slogan: “New Look, Same Refreshment, The Choice is Yours”
While the legendary Coca-Cola taste will be the same as before, unified brand strategy brings many changes in packaging and marketing, with increased focus on variants without calories and in smaller packaging.
Instead of independent brands Coca-Cola and Coca-Cola Zero, there will be only one iconic brand Coca-Cola in two versions.
Each bottle and can of Coca-Cola will have identical design and stylistic features, including the iconic red disk, with variations in color for certain variants.
In line with the “One Brand” strategy, Coca-Cola will put greater focus on the promotion of a wide range of different sizes of packaging. They will continue to offer different sizes of packaging, with the smallest packaging being the 250 ml can, and the largest bottles of 2 liters. A wide variety of packaging will enable consumers the selection of the one that best suits their needs.
In announcing the new strategy Vesna Vlahovic Dašić, marketing director of Coca-Cola Adria, said: “As a company, we have the privilege that Coca-Cola is one of the most popular brands in the world. However, the world is changing and so today we offer our customers the opportunity to continue to enjoy the brand they know and love, by choosing the Coke that best suits their taste and lifestyle. Since we agree that too much sugar is not good for anybody, we strongly reaffirm our determination to make Coca-Cola products without sugar more affordable, accessible and attractive to the whole market, at the same time making it easier for consumers to make decisions based on relevant information given to them.”
Within the presentation of the global “One Brand” strategy, Coca-Cola is also launching a strong advertising campaign on the Croatian market, which will include all forms of communication, from television advertising to promotional tasting of products for consumers all over Croatia.