'Coca-Cola' Returns To Its Iconic Roots

This January 'Coca-Cola' will unveil a new packaging design across its entire 'Coca-Cola' range ('diet Coke', 'Coke Zero' and 'Coca-Cola'). The new design has incorporated the most iconic elements of the 'Coca-Cola' visual identity - the distinctive red, the white dynamic ribbon and the iconic scripted logo which was created in 1886, to create a bold yet simple and timeless creative identity.

This authentic creative design has been reworked for a 21st century audience. New technology has also enabled 'Coca-Cola' to capture the true distinctive and authentic 'Coca-Cola' red for the first time on an aluminum can; giving a sharp and bold overall look.

This packaging will be rolled out globally throughout 2007 and 2008 across all communication platforms, from point of sale through to fridges and licensing.

Cathryn Sleight, Marketing Director, Coca-Cola Great Britain comments:
"This visual identity retains the iconic visual elements of the 'Coca-Cola' brand but presented in a simpler, bolder and more modern way for our consumers"

As a key part of its corporate sustainability strategy to strengthen and improve communication about recyclability of packaging to consumers, Coca-Cola Great Britain will be incorporating the 'Recycle Now' Recycle Mark across this new 'Coca-Cola', 'diet Coke' and 'Coke Zero' packaging, giving consumers in GB an estimated 1.8 billion opportunities to see the communication on these packs alone. The overwhelming majority of the brands' packaging is 100% recyclable, with aluminium cans made from 50% recycled aluminium and glass bottles made from 30% recycled glass.

The 'Recycle Now' Recycle Mark will also be rolled out across the entire portfolio of 16 Coca-Cola Great Britain brands throughout 2008. Coca-Cola Great Britain has worked closely with WRAP (Waste & Resources Action Programme) to ensure that communication about the recyclability of its packaging is as clear and consistent as possible to encourage consumers to recycle their packaging more often.

Fridey Cordingley, Head of 'Recycle Now' at WRAP comments:
"We are delighted that a brand as well known as 'Coca-Cola' is putting our Recycle Now logo onto its packaging. This is a great step forward which will help to encourage and remind many more people to recycle.

Notes to Editors
'Coca-Cola', 'Coke', 'diet Coke' and the Dynamic Ribbon device are registered trade-marks of The Coca-Cola Company.