Coca-Cola has recently launched new packaging for its products in China, another global-scale packaging upgrade since its “One Brand” global marketing strategy in 2016.
The new packaging has been boldly simplified by removing some visual elements, including the ribbon while moving the Coca-Cola logo up and leaving the bottle partially white. In terms of colour scheme, the classic Coca-Cola continues to have a red background and white logo. In contrast, the sugar-free Coca-Cola has a red experience and black logo for more visual impact. When the product is displayed on the shelf or held in hand, it can be recognized visually and quickly.
In addition to the intuitive and straightforward design, the new Coca-Cola packaging also adds an attractive “Recycle Me” logo. According to Coca-Cola, the creation of the logo contains a clever idea, with the word “back” with two arrows, which visually expresses the concept of recycling beverage bottles.
In parallel with the Chinese market, the new Coca-Cola packaging with the sustainable packaging logo has also been launched in global markets, including the United States, Singapore, Malaysia and other needs. The initiative to recycle beverage bottles is further discussed.
Industry experts say, “Recycled PET (rPET) is a material that has both economic value and environmental significance. Thanks to the well-functioning domestic recycling system and the complete industrial chain and supply chain, rPET materials have been widely used in industries such as clothing and home textiles, further realizing the internal value of PET materials. The recycling of beverage bottles requires the collaboration of multiple parties in the whole industry chain, including manufacturers, consumers and recycling enterprises. The Coca-Cola ‘Recycle Me’ logo is a positive initiative to encourage consumers to participate in environmental protection and will play a leading and driving role in building a closed-loop for plastics.”
Today, significant economies and companies worldwide are promoting sustainability, whether it’s energy efficiency in the supply chain, eco-friendly packaging at the point of consumption, and recycling after the consumer experience. Brands, in fact, play an essential role as communicators in such a sustainable ecology. How to make good use of the brand assets and communication media to get more consumers to join in such environmental practices has been a test for beverage manufacturers.
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