From Coca-Cola's perspective the launch of a "one brand" platform makes sense with a view of being more cost-efficient. Investing on the portfolio rather than on the single brands should save quite a bit of costs on the marketing front.
Although the aim is also to improve consumers' clarity in resect of the brand, it will be very interesting to see how the consumers will react.
First created in 1886 in Atlanta, Georgia, Coca-Cola has always been a pioneer in strategies to establish brand value. Not immune from falls and mistakes (for example the "Classic Coke" incident or the very recent advertisement in Germany - see my previous post) it remains probably the most successful example of international branding and an icon for brand legal advisers.
Coca-Cola this week unveiled a radical new marketing proposition that will unify its sub-brands – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life under the single recognisable Coca-Cola brand. Up until now, the four ranges have had distinct individual design and marketing strategies, aimed at different audiences, but under the new proposition they will be united by an ad campaign featuring all the packs with a linked design. The activity will be introduced across the UK and Europe from next week, with full distribution and marketing launching in May.