1915 to 2015 - 100 years
TASTY journey = Consumers Feel Always Happy
A unique identity of bottle
has been created in 1915 which is now celebrating 100 years globally and it is known
as “Contour Bottle” by Coca Cola. Coca Cola is the first company as well as
brand in the world which is celebrating 100 years of packaging. Ordinarily,
companies are celebrating “Brand (Product) or corporate brand (company name)”
anniversary but Coca Cola is the only company in the world which is celebrating
packaging anniversary.
TVC Campaign:-
https://www.youtube.com/watch?v=6Y1YfhR5jws (Tale of Contour) – TVC 60 Sec.
https://www.youtube.com/watch?v=O8T2-utSn3Q (Nobody like you) – TVC 1.38 Sec.
https://www.youtube.com/watch?v=uoCMW8XcSYY (100 years bottle) – TVC 30 Sec.
https://www.youtube.com/watch?v=-ucILavP8hY (Balloons) – TVC 30 Sec.
Very intensely each & every campaign has executed by Coca Cola in
which it is emphasized more on music stroke rather than voice over. Fascinatingly,
campaign is conveying message of brand attributes of contour bottle as a core
competency apart from Coca Cola brand, and also expressing the “ACCEPTANCE” of packaging by various
ways globally due to the consistency of package feeling & coca cola font
style remain same since 100 years. Because,
majorly it is happening that companies are frequently made change in their
brand packaging/logo, so it may becoming difficult to identify or remember that
packaging or logo.
As I have been observed in
various market that except the kids today consumers are much trying to remember
or identify brand by name rather than packaging, logo or celebrity whereas kids
are easily enable to identify the brand by remembering logo or celebrity. The competitive
trend is showing that if any company is forayed into market with new packaging
or new logo, mostly consumers are either discussing & reviewing about it,
then forget it because consumers are more concerned about brand name & its
result which they have desiring, Moreover, such things are happening only due
to relentlessly change in packaging identity & brand proposition.
Here, I have mentioned the evolution of packaging & brand identity
graph of Coca Cola V/s Pepsi:
Packaging is as significant as brand name which can influence on
consumer to make brand loyal. If brand packaging consistently remain same till
longer period likewise Coca Cola, it can be unique, loyal & memorable brand
forever.
Consistent same Packaging
Strategy = Strong Brand Mileage & Memorable Brand + Consumers Happy
Journey!!!
