The Coca-Cola Company (NYSE:KO) opts for “Life” over red
Evolution is critical to life and so also it is with brands even if they are as globally-recognized as The Coca-Cola Company (NYSE:KO) is. The company is trying to change its image and all in good time. A few months ago, it launched its green bottle and now it is debuting its “Life” brand and has highlighted the deadlines for its regular coke. The new launch is meant to lend the brand a “healthy-alternative” image in contrast to the regular coke
The power of branding
But when you have built a brand image like that of the Coca-Cola red splash which is probably one of the most recognized pieces of branding on the planet, you must think twice about opting for a complete change. It is stamped on cans, bottles and sold across the globe. However, KO chose to do things differently in Argentina where it launched the bottle with the green label. The color is meant to denote health, vigor and purity but let’s not forget that the bottle itself is made of 30 percent plant plastics.
It goes without saying that all these “green” connotations are intentional. They are meant to subconsciously convey that the new launch uses a mix of Stevia extract and sugar and what you get is a 200ml serving at just 36 calories.
Heaven on earth
On one level, it seems like KO is working against an image that it has created for itself. On one hand it is saying that the green bottles denote life. So, what exactly do the red bottles denote? Danger and death? It really is a paradox of sorts and probably doesn’t do much for either of the colors or branding. But anyone from this generation and the one before that will tell you that Coca-Cola, the drink is pure heaven. Now why would anyone want to change that?