July 3, 2007

classic




A couple weeks ago I wrote about the recent redesign of the Diet Coke and Diet Pepsi labels. What wasn't on the shelves at the time was the new label design for Coke Classic. I read a piece about it recently and saw it tonight at the store. I'm a Pepsi guy, but this is a thing of beauty. Ever since its introduction, Coca-Cola Classic has had an ever-increasing need to cover its labels with extraneous seals, bubbles, stripes, bevels, edges, shadows, doodads, gizmos, what-have-you. Its a (pardon the pun) classic example of destroying a beautiful and timeless logo, but typical of what happens in packaging and advertising with the need of marketing departments to pack everything they can into whatever they can. ("Add this! Jazz it up! Make it pop!") How this new label made it past all the approvals is beyond me, but it boldly projects confidence and respect for the Coca-Cola logo and brand as a piece of American culture that should not be adulterated. Kudos to Coke for having the balls to go with such a clean design.

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  • 10 comments:

    Anonymous said...

    Where do we go to tell the Coca Cola Company how brilliant this design decision is?

    Mulder said...

    Their phone number should be on every can or bottle you buy; call them. Or, you can go to their web site (http://www.coca-cola.com/template1/index.jsp?locale=en_US), click on the Contact Us link on the bottom right side, and fill out the form.

    You can also send email directly to them at
    Coca-Cola.Support (at) na.ko.com.

    David Watson said...

    I agree with everything you've said except for the fact that the word "classic" still appears under the coke logo. Is a design really classic if they have to tell me so in plain English? Somehow I doubt that the original design carried the word "classic" underneath and I think that consumers are smart enough to make that differentiation without blasting it in Technicolor.

    Benjy said...

    I wonder if they did think about dropping the "classic" from the name... given that they did finally offically kill off "new" Coke a few years back, maybe it's time to simply go back to Coca-Cola.

    Anonymous said...

    I'm gonna say the word "classic" on the can refers to the flavor, not the design.

    jon berry said...

    I have no way of knowing, but my guess is that since "Coca-Cola Classic" is the official product name (yes, for the flavor), it has to be on the label. I believe this is only flavor of Coke that doesn't have 'Coke' on the label as well as Coca-Cola. I wonder if they might be de-emphasizing it as a first step toward eventually getting rid of it, which I agree would be a smart move.

    Nice comments with the consumer feedback address too - I'm amazed how much attention this is getting; I'm sure it would be the first time they ever received fan mail for their design!

    Ran Barton said...

    I just called 800-438-2653 and told the lady there how much I admired the simplicity of the new design. She promised to share my comments with the Marketing Department. Whole call took a minute. I hope they get a lot and stick with this design for a long time.

    William said...

    I had noticed this recently as well and it was very exciting... for once no more promotions! I love the revamped design.

    Garrett LeSage said...

    That's excellent!

    (Now they just need to switch back from high fructose corn syrup to the classic cane sugar.)

    David Turner said...

    Just stumbled across your blog and read all the Coke comments. It's great to see such a positive reaction to our work. As you guessed, it was no small task getting Coke to use such a simple design, but we had some strong advocates within Coke who helped push it through. You can see a couple more Coke images in the portfolio section of our web site. TurnerDuckworth.com