Coca-cola_design strategy for Milk

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