27 August, 2008

Coke(Coca Cola)Rebranding 2008

Undoubtedly when it comes to soft drinks and effective re -branding strategies no one beats the worlds largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®,Dasani, vitaminwater, Powerade®,and Minute Maid® .

Coke & The Olympics 2008:

During the Olympic Coca took the opportunity to stamp their authority as market leader and brand to reckon with by unveiling new advertisements under 'The Coke Side of Life' campaign through themed adverts inviting people to 'connect with the world over a Coke'.The impressive Coke adverts featured Olympians Yao Ming and LeBron James engaging in a friendly, animated "face-off" -- backed by two troupes of choreographed icons representing their respective cultures.The spot celebrates the athletes' competitive spirit and cultural diversity, while showcasing

Coca-Cola as a unifying force and universal icon that belongs to everyone. As the ad concludes, both players display bottles of Coca-Cola -- Yao's featuring the Coca-Cola logo in Mandarin and James' bottle with English script. As the players exchange their "national bottles" of Coca-Cola, their animated images transform into the real Yao and James, who toast each other and 'Unity on the Coke Side of Life.' But those adverts were just a tip of the ice berg!

Coke is now engaging in a brand advertising strategy to market their drink as Sexy and alongside this comes new design aluminum bottles ,fresh cool looking coolers and other visually appealing bottle designs!

For one though i must say of all their branding strategies..living on the Coke side of life really didn't impress me as much as it should and i bet many of you would agree with me but i hope its new re branding strategies will meet up to consumer expectation's for this global brand and now...here are the design bottles(as above for more mashups please visit this site) and the sexy appeal ....


  1. What about the quality? Here in India so many people got affected through it. Attraction only is not enough friend, right?

  2. HI how are you? Thought I must tell you that after reading your blog and watching the ads, I was inspired to explore the new campaign and Coke Lite's repositioning a little further; check out the analysis at : http://www.trendtraction.com/2008/08/brand-repositioning-coke-zeros-bravado-vs-coke-lites-feminine-touch/

  3. Thanks Vince for the link...just read about the South African advert!



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