Coca-Cola is launching a major new international marketing campaign. Called Open To Better, it plays on the theme of good resolutions for 2021. And the centrepieces of this communication coup are the limited series of cans: the aluminium cans are no longer decorated with the logo of the American sweet drinks giant, but with positive messages "to encourage consumers to think about 2020 and consider how we can be 'open for business' in 2021."
Until March, 376 million packs of Coca-Cola cans with or without sugar and Diet Coca-Cola will be sold in France with about fifteen different messages: "Come on, let's remake the world together", "I promise to always be there just for you", "I will be braver than ever", "Never again without my potes?!"..
Coca-Cola also offers can personalization. Online it is possible to complete resolutions and receive the Coca pack with this unique packaging.
And while removing the logo from products may seem foolhardy, the brand has a strong enough visual identity to make the can fully recognizable. In fact, other major brands have recently deleted their logos. Kit Kat had replaced its logo with a recycling cycle (read The Kit Kat logo disappears from the packaging and is replaced by the sorting instructions ).
