THE UNDERSIDE OF A LEGENDARY PACKAGING

The keys to a success story

We are in 1891. The businessman Asa Candler becomes the sole owner of Coca-Cola after having bought the rights to the company, and thereby the recipe for the drink kept in the greatest secrecy.

Almost 30 years later, Ernest Woodruff takes out a very large loan from the Bank of New York to buy the company. The precious proceeds, then acting as collateral, were kept in a safe until the loan was fully repaid in 1925. Once out, it traveled to Atlanta to be kept under close surveillance in the Trust Company Bank. , today SunTrust Bank.

Today she is said to sleep in a safe, in the heart of the World of Coca-Cola Museum. It is said that all the bottles would be shipped from the United States, so as not to fan the brewing process. It is even rumored that only two or three people in the world would know the exact formula and that they would be prohibited from taking the plane at the same time.

A pretty story that we would love to believe, and that the brand takes great care to maintain. If the recipe has not been revealed in broad daylight, all it takes is a small laboratory analysis to detail its composition and reproduce the sparkling drink.

But that's all part of the myth, and basically, we don't want to tell right from wrong. What is certain, however, is that the imagination has always been part of the success of the product, just as much as the essential packaging of Coca-Cola.

A formidable marketing

When it comes to marketing, regardless of individual opinion on brand values ​​or product quality, fundamentally any business will have to learn from the methods deployed by Coca-Cola. More than a drink, it is a whole symbol that has been offered to us through impeccable communication and advertising for more than 120 years.

A true symbol of the globalization of the 21st century,

As soon as it is released, it is about being seen and putting in place the necessary levers for a real sales boost. Free coupons, newspaper articles, promotional items, sponsorship of the Amsterdam Olympic Games in 1928. The company was also one of the first to pay particular attention to its brand identity. The red color today so recognizable and the logo quickly melt their appearance.

94% of the world's population recognizes the word "Coca-Cola". It is the second-most understood term in the world, just behind “ok”.

A true symbol of the globalization of the 21st century, the Coca-Cola brand is a true pioneer and an essential reference in everything related to long-term marketing. And this can still be seen today. Regardless of whether the drink is the world's most famous soda, the company still spends $ 2 billion on advertising each year.

Impeccable storytelling

The brand's core target? 15-24-year-olds. It will therefore be the dynamism, the passion, the pleasure, and the optimism which will be mainly conveyed by Coca-Cola. Values ​​that we find through the brand's advertising films but also print or Internet campaigns.

It must be said that since its inception, the company has managed its storytelling with a masterful hand. She understood early on the need to allow advertisements to blend in with stories that consumers can relate to. And that they can expand their imagination

Widely associated today with Christmas, it was in 1931 that Coca-Cola developed the emblematic figure of Santa Claus and built real scenarios around the spirit of the end of the year holidays. Family, friendliness, and a little bit of magic. Just what it takes to make people dream.

Associating Coca-Cola with Christmas, a brilliant idea!

Commercials, similar to real short films, have multiplied since. Regularly supported by new slogans constantly updated. We still remember the “Only Coca-Cola has the effect of a Coca-Cola” or “Take life on the Coca-Cola side”.

In 2006, the film Happiness Factory produced by the 3D video studio New York Psyop presents the bottling of happiness through the stages of its manufacture inside a vending machine. The idea is bold, resolutely positive, and broad enough to allow each country to enrich the concept in its way. In France, the day after the semi-final of the FIFA World Cup, it is the French team that springs from the bottle.

Coca-Cola storytelling is now riding the digital wave with dematerialized content and various campaigns linked to social networks. Proof of a brand that manages to stay in tune with the times.

The 1001 faces of Coca-Cola packaging

A unique taste, available in a handful of different flavors. On the Coca-Cola Custom packaging side, this results in an identical design associated with one taste to another with a play of colors. Purple for the coca cherry, a slight yellow stripe for the vanilla, and an orange stripe for the orange.

A Variation Of Tastes For Coca-Cola

And then we go to total black for Coca-Cola zero. One way to make this new range much more visible. This is an essential turnaround now that consumers are more sensitive to their health and the way they consume.

On the memorable packaging side, however, the classic Coca-Cola packaging has never ceased to surprise us since its inception. On the program, sometimes crazy creations, often collectors! And overall unforgettable.

The Gautier touch

On the creativity side, what is certain is that Coca-Cola has always dominated the movement. A multitude of limited editions is added daily to the already recognizable traditional packaging, some particularly memorable, such as those produced in collaboration with various designers and creators.

Coca Light by Jean-Paul Gautier.

If we have had a nice collaboration with Karl Lagerfeld in recent years… The bottle designed by Jean-Paul Gautier remains in our memories. Sometimes sailors, sometimes monokini corsets. A very beautiful revisit with a delicately retro charm that has not failed to seduce!

Mystic Coke

Designed a few years ago, Mystic packaging surprises the eye with its aesthetics and its soft aerodynamic shapes. If the essential red color remains central in the creation, it is all the more essential here as it gently emphasizes the curves of the new bottle.

Coca-Cola Mystic.

The result is dynamic and energetic Coca-Cola packaging, fully in line with the brand's values. And created by French, please!

Event variations

Christmas, football cups, and parties of all kinds, Coca-Cola is for all events! The brand is now spontaneously associated with many key dates throughout the year. It is well worth creating suitable packaging. And nothing is left to chance.

· Special World Cup packaging.

· Limited edition packaging often engenders a fierce struggle between competing brands.

· Customization

· Bottles, cans, or various products the success of personalization is well established.

· Personalized bottles.

· With the inscription of our name, it is quite a message that Coca-Cola now gives us the possibility of entering!

Coca-Cola Light or Zero?

If Coca-Cola Light is intended more for a female audience, it is mainly towards men that Coca Zero is turned. This can easily be seen on the packaging side.

Light Coke or Zero Coke?

Darker with bolder typography. The Coca-Cola Zero packaging differs from Coca Light, which is itself lighter and has a softer font.

Coca-Cola and sustainable packaging

In 2009, Coca-Cola launched Plant Bottle, a fully recyclable packaging made from 30% plant-based materials like for Fries boxes. The first step in favor of manufacturing is more respectful of the environment. Consolidated in 2016 by the achievement 5 years earlier than expected of the new objectives set.

Objectives which aimed to restore to nature and populations around 115% of the water used to make the sparkling drink.

And today, consumers more than ever have their eyes riveted on the eco-responsible behavior of large multinationals; Coca-Cola now intends to redouble its efforts in the advent of a world without waste.

New commitments? 100% collection and recycling of glass, plastic, or aluminum bottles, cans, and caps by 2030. A vast commitment that will force the brand to deploy all its global marketing power to raise public awareness.

And who will perhaps see the emergence of even greener packaging tomorrow? When will we see the legendary drink offered in small cardboard bricks? Perhaps a challenge… That Coca-Cola would undoubtedly have no difficulty in meeting.