Viscom5 | Cheng, Yu-Ting | Spring2015 Coca-Cola’s Design Strategy
Coca-Cola’s Timeline 01
TIMELINE 1920s
s 1910
188 0s
1890s
1900s
1915 1906 1886
Invented by pharmacist John Pemberton
1887
Coupons are first used to promote Coca-Cola.
1898 The first building is erected for the sole purpose of housing The Coca-Cola Company.
Bottling operations begin in Canada, Cuba and Panama, becoming the first three countries outside the US to bottle Coca-Cola.
Iconic bottle shape designed by Alexander Samuelson of the Root Glass Company in Terre Haute, Indiana.
1928 The Company begins its long-term association with the Olympic Games by supplying drinks from kiosks surrounding the venues in Amsterdam.
Delicious & Refreshing
Coca-Cola’s Timeline 02
1930s
1940s
1950s
1931 Artist Haddon Sundblom creates his first illustration: Santa Claus & a Coke.
1933 The first automated fountain dispenser, the Dole Master, is introduced at the Chicago World’s Fair.
1945
1947
“Coke” becomes a Raymond Loewy designs registered trademark of The Coca-Cola Company. a new fountain dispenser the Dole Deluxe.
1955
1959
Coca-Cola is now distributed by a network of 1,700 Fanta Orange is ntroduced in Naples, Italy, bottlers, operating in more than 100 countries. the first new product to be distributed by the Company.
Sign of Good Taste
Coca-Cola’s Timeline 03
1970s
1960s 1980 s 1960s
1965 Sponsor the first animated television special for the cartoon strip Peanuts, “A Charlie Brown Christmas.”
1970s
1969 Red-and-white color logo New look for Cocacola
1970 First sports drink when Olympade is test marketed in US.
1971
1985
“I’d Like to Buy the World a Coke”, 1971 Becomes the first soft drink Space dispenser & Monitor “Mean” Joe Greene, 1979 consumed in space (Coca-cola, 1995) “Northern Lights”, 1993 (Challenger) Becomes the most 3 popular ads for Coca-Cola (Television commercial)
Have a Coke & a Smile
Coca-Cola’s Timeline 04
2010s
2000s
1990s
1993
1996
The Centennial Olympic “Northern Lights” The Coca-Cola polar bears Games are held in Atlanta. The Coca-Cola creates became icons for the Coca-Cola Olympic City Company. as a way to entertain fans.
2001 The Coca-Cola Company and Nestlé create a new company, Simply Orange, a not-from-concentrate orange juice.
2009 Coca-Cola Freestyle, an innovative fountain dispenser that allows consumers to select from more than 100 beverages.
2009
2014
PlantBottle PET packaging is introduced. Made partially from Innovation at every levelplant-based materials, -Scanning a can for music PlantBottle plastic bottles and more.(project in UK) are completely recyclable. -Connected with The EKOCYCLE (3D print x recyable bottles)
Open Happiness
Coca-Cola’s Redesign 05
1.9 billion/day
3500 + products world wide
128
Share x Happiness x Sport
years
200 + 500 + Brands
countries
To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
Coca-Cola’s Competitor 07
COMPETITOR 1898
1940 Pepsei Cola + Frito-Lay
Performance with Purpose
1965 1984
1886 Inspire Creativity, Passion, Optimism & Fun
Target Users
Fashion x New choice x Music
To be the world's premier consumer products company focused on convenient foods and beverages.
Vision
Share x Happiness x Sport
To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
Coca-Cola’s PI 08
PRODUCT IDENTITIES
RED x WHITE color
STREAMLINE shape
Round shape Smooth
SIMPLICITY Only logo Not too many informations
texture
HIGH LIGHT Metal / Aluminum Transparency / Glass, Plastic Coated Plastic / PlantBottle PET
Coca-Cola’s Redesign 06
TRENDS One of the big issue for Coca-Cola is about Health. Coca-Cola wants to get rid of the image of fat, unhealthy coke brand. They refocus their impression on healthful, invigorating, life-sustaining (such as zero, light & life)
healthful invigorating life-sustaining
Coca-Cola’s Redesign 07
TRENDS Due to the growth of health awarness, recently, Coca-Cola start to make partnership with fairlif, milk brand. fairlife makes low-fat, low-sugar, high-protein & lactose free milk.
Coca-Cola’s Redesign 08
STYLE POSITION Coke continued this creativity with partnerships with fashion designers such as Marc Jacobs, Karl Lagerfeld and Jean Paul Gaultier in 2013. Jacobs designed the new collection of diet coke’s bottles and cans, broaden Coca-Cola’s image. Combined Coke’s image of happy, fun & Fairlife’s image of nice body, to give Milk-Cola a brand new appearance.
Sexy
Happy / Fun
ENERGETIC / NICE BODY / FUN
body
Cereal
Milk Gallen
Milk Can
x nice body
a
Drinks what she’s wearing!
Coca-Cola’s Redesign 09
250ml
300ml
DRINK WHAT
SHE’S WEARING.
The concept is inspired by fairlife’s slogan, “Drink what she’s wearing.’’ The outline of packaging is like lady’s nice body, the container is her dress. While you are drinking ”dress”, the pattern will be shown up little by little. After finishing drinking, the packaging will be flat & you can recycle it easily.
1000ml
Milk-Cola Design 02
LOGO Design Using Coca-Cola’s orginal logo style, to redesign new brand for Coke, Milk-Cola.
a
Milk-Cola Design 03
SKETCHES
body
Drinks what she’s wearing!
Milk-Cola Design 04
Milk-Cola mixed drinks “Special MilkCola” 250ml bottle
Milk “Drink what she’s wearing” 300ml bottle
50% more protein. 50% more calcium
1000ml
MORE GOOD. LOOKS GOOD.
3 PRODUCTS
Milk “More good. Looks good.” 1000ml bottle
Milk-Cola Design 05
MATERIAL
250ml
300ml
Aluminium foil
PET / PLASTIC PlantBottle PET
Cardboard
1000ml PET cap
Milk-Cola Design 06
SPECIAL MilkCola 250ml | Milk-Cola mixed drinks.
Serving Size: 1 Bottle (250mL) Servings Per Container: 1 Amount Per Serving
Calories 340
Calories From Fat 110 % Daily Value*
Total Fat 13g Saturated Fat 8g Trans Fat 0g Cholesterol 50mg Sodium 300mg Potassium 750mg Total Carbohydrate 44g Dietary Fiber <1g Sugars 41g Protein 14g Vitamin A 10% Calcium 50% Vitamin D 35%
19% 39% 17% 13% 22% 15% 3% 27%
Vitamin C 6% Iron 4%
Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs: Calories Total Fat Less than Sat Fat Less than Cholesterol Less than Sodium Less than Potassium Total Carbohydrate Dietary Fiber Protein
2,000 65g 20g 300mg 2,400mg 3,500mg 300g 25g 50g
2,500 80g 25g 300mg 2,400mg 3,500mg 375g 30g 65g
INGREDIENTS: MILK, SUGAR, NONFAT MILK, COCOA(PROCESSED WITH ALKALI), CORN STARCH, SALT, CARRAGEENAN, VANILLIN AND VITMIN D. CONTAINS: MILK.
8.5 FL oz (250ml)
Recycle to make the world a happier place
2015 The Coca-Cola Company. Product of Taiwan.
www.coca-cola.com
Nutrition Facts
Milk-Cola Design 07
SPECIAL MilkCola
250ml
250ml | Milk-Cola mixed drinks.
Milk-Cola Design 08
DRINK WHAT SHE’S WEARING 300ml | Low-Fat Milk
Recycle to make the world a happier place
50% more protein. 50% more calcium
2015 The Coca-Cola Company. Product of Taiwan.
SHE’S WEARING.
DRINK WHAT
30
LOW-FAT MILK
0m l
www.coca-cola.com
Nutrition Facts Serving Size: 1 Bottle (300mL) Servings Per Container: 1 Amount Per Serving
Calories 340
Calories From Fat 110 % Daily Value*
Total Fat 13g Saturated Fat 8g Trans Fat 0g Cholesterol 50mg Sodium 300mg Potassium 750mg Total Carbohydrate 44g Dietary Fiber <1g Sugars 41g Protein 14g Vitamin A 10% Calcium 50% Vitamin D 35%
19% 39% 17% 13% 22% 15% 3% 27%
Vitamin C 6% Iron 4%
Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs: Total Fat Sat Fat Cholesterol Sodium Potassium Total Carbohydrate Dietary Fiber Protein
Calories Less than Less than Less than Less than
2,000 65g 20g 300mg 2,400mg 3,500mg 300g 25g 50g
2,500 80g 25g 300mg 2,400mg 3,500mg 375g 30g 65g
INGREDIENTS: MILK, SUGAR, NONFAT MILK, COCOA(PROCESSED WITH ALKALI), CORN STARCH, SALT, CARRAGEENAN, VANILLIN AND VITMIN D. CONTAINS: MILK.
Milk-Cola Design 09
DRINK WHAT SHE’S WEARING
l
l 0m
30
0m
l
30
l 0m 30
30
0m
l
300m
Milk-Cola Design 10
MORE GOOD. LOOKS GOOD.
% Daily Value*
Vitamin A 10% Calcium 50% Vitamin D 35%
19% 39% 17% 13% 22% 15% 3% 27%
Vitamin C 6% Iron 4%
Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs: Calories Less than Less than Less than Less than
2,000 65g 20g 300mg 2,400mg 3,500mg 300g 25g 50g
2,500 80g 25g 300mg 2,400mg 3,500mg 375g 30g 65g
K
IL FAT M
INGREDIENTS: MILK, SUGAR, NONFAT MILK, COCOA(PROCESSED WITH ALKALI), CORN STARCH, SALT, CARRAGEENAN, VANILLIN AND VITMIN D. CONTAINS: MILK.
LOW-
Total Fat Sat Fat Cholesterol Sodium Potassium Total Carbohydrate Dietary Fiber Protein
50% more protein. 50% more calcium
Calories From Fat 110
Total Fat 13g Saturated Fat 8g Trans Fat 0g Cholesterol 50mg Sodium 300mg Potassium 750mg Total Carbohydrate 44g Dietary Fiber <1g Sugars 41g Protein 14g
1000ml
Calories 340
MORE GOOD. LOOKS GOOD.
Amount Per Serving
2015 The Coca-Cola Company. Product of Taiwan.
Serving Size: 1 Bottle (1000mL) Servings Per Container: 1
Recycle to make the world a happier place
Nutrition Facts
www.coca-cola.com
1000ml | Low-Fat Milk
Milk-Cola Design 11
MORE GOOD. LOOKS GOOD.
MILK
1000ml
COLA
50% more protein. 50% more calcium
MORE GOOD. LOOKS GOOD.
1000ml
K
IL NA M BANA
50% more protein. 50% more calcium
MORE GOOD. LOOKS GOOD.
1000ml
K
E MIL
APPL
50% more protein. 50% more calcium
MORE GOOD. LOOKS GOOD.
MILK
50% more protein. 50% more calcium
OLATE
CHOC
1000ml
COLA MILK
BANANA MILK
APPLE MILK 0m l
30
0m l
30
30
0m l
0m l
30
CHOCOLATE MILK
MORE GOOD. LOOKS GOOD.
Milk-Cola Design 12
EXTENSION
Coca-Colaâ&#x20AC;&#x2122;s Redesign 10
MILK WITH FLAIR 50% more protein. 50% more calcium
Coca-Cola’s Redesign 11
DRINK WHAT
SHE’S WEARING. 50% more protein. 50% more calcium
Coca-Colaâ&#x20AC;&#x2122;s Redesign 12
BETTER MILK LOOKS GOOD
ON YOU. 50% more protein. 50% more calcium
Coca-Cola’s Redesign 13
a
Chocolate Milk Milk with flair 250ml bottle
Whole Milk “Drink what she’s wearing” 300ml bottle
Zero Milk “More good. Looks good.” 1000ml bottle
MILK WITH FLAIR 50% more protein. 50% more calcium
DRINK WHAT
SHEâ&#x20AC;&#x2122;S WEARING. 50% more protein. 50% more calcium
BETTER MILK LOOKS GOOD
ON YOU. 50% more protein. 50% more calcium