Tit-for-tat pack revamp from cola rivals
packaging, and so it came as no surprise yesterday when arch rival
Coca-Cola unveiled changes to its diet and light brands.
Anything you can do, I can do better - a line from what could almost be the theme song of the cola companies. When one of the major players introduces a new product, buys a new company or revamps its packaging, its arch rival is almost certain to follow suit.
Of course, this is an over-simplification of the case, but it is certainly true to say that Coca-Cola and Pepsi-Cola follow each other's moves very closely. It came as no surprise, then, that hot on the heels of Pepsi-Cola's announcement earlier this week of a new packaging design for its flagship brands, Coca-Cola also unveiled a makeover for its Diet and Caffeine-Free varieties.
The Atlanta-based company said that the new-look packaging would cover the Diet Coke, Coca-Cola Light, Caffeine-Free Diet Coke, Caffeine-Free Coca-Cola Light and Diet Coke with Lemon brands, and would be rolled out in the US early in the new year with the rest of the world following shortly after.
While Pepsi-Cola said that its new design would add "youthful attitude, boldness and excitement" to the brand, Coca-Cola said that its revamp would "contemporise the look and strengthen the brands' relationship with today's consumers" - further proof, if such were needed, that the two companies have long been singing from the same song sheet, even if the words are always slightly different.
This is the first makeover for the diet and light brands since 1997, and, again like Pepsi, the changes will be subtle rather than striking. While the globe icon is being highlighted on Pepsi's cans, Coca-Cola said that its own brand icons would also benefit from "a slight graphic enhancement" but that all the familiar elements would be retained.
In more detail, Coca-Cola said that the ribbon device - part of the Coke image for many years but removed from the diet/light variants in 1997 - would make a comeback, a move which the company said would "add an additional element of fun and dynamism to the package". The new packaging also uses two variations of silver, enhancing its contemporary look, according to the company.
After its well-documented fiasco of reformulating the drink - and the subsequent relaunch of 'Classic' Coke after consumers discovered that they preferred the taste of the old formula, Coca-Cola has been keen to involve consumers in many of its development projects, and the latest packaging revamp is no exception.
"We conducted extensive testing with consumers representing a wide range of culturally diverse markets throughout the world," the company said. "Consumers describe the new packaging design as modern, contemporary, energetic, stylish, fun and refreshing. In addition, consumers say the new graphics clearly establish the association with brand Coca-Cola, while communicating the unique personality of Diet Coke/Coca-Cola Light."
The packaging changes is just one of several 'tandem' moves by the two cola giants over the last few years. These have included the creation of lemon variants and the expansion of both businesses into adult soft drinks, although Coke's moves into the milk-based drink market and its launch of a vanilla variant are yet to be copied by Pepsi - but surely it is only a matter of time?
