Overview
- This week Coca‑Cola began rolling out the new packaging in Europe, Asia, Latin America and the Middle East as part of a program covering more than 200 markets.
- The redesign restores classic brand elements — red-and-white color, Spencerian script, the Dynamic Ribbon, Arden Square and a vertical can logo — and replaces the phrase "Delicious & Refreshing" with "Original Taste."
- Coca‑Cola Zero Sugar will adopt the core red-and-white look and be differentiated only by a black ribbon on cans, black PET caps on bottles and a larger "Zero Sugar" label, changes the company says do not affect recipes, taste or pack sizes.
- Early rollout reports from Switzerland describe customer confusion and returned bottles when people believed they had received the wrong variant, showing how limited visual cues can cause operational friction at retail and in restaurants.
- The London agency JKR led the redesign with input from Neville Brody’s serif typeface 'Better with,' and that font choice has drawn wide social-media attention and comparisons to Marlboro’s typography.