This was simply because the products came from different factories. Coca-Cola decided to equalize the packaging worldwide and thus gained in visual recognition. In addition, there were fairly large differences between flavor varieties in their colour, typography and layout. The most recognizable brand assets predominated every taste. Coca-Cola also renewed their packaging to give more breathing space to their most important brand assets.
Unconscious Associations
Where the packaging of the sugar-free Coca-Cola Light and Zero variants was. Previously covered in silver and black respectively, today red dominates on every Coca-Cola variant. Closer to the core. The color on top of the tin and the visual below the logo communicate the flavor Mail Marketing to Doctors variant. This reflects the crucial lesson Coca-Cola learned in the 1980s: brand first, taste second. Coca-Cola bottles Which brand assets matter? Unique brand assets (also called Distinctive Brand Assets in the research literature) are all cues that make the brand recognizable.
Keep Coca-Cola fresh in mind
They form the landmarks in the environment, which automatically activate all the associations built up in the brain when it matters: in front of the shelf. A brand with more assets has more mental availability in the brain. As a result, consumers will think about the product a little more often in purchasing situations, and the product will automatically stand out to them just a little faster. A brand asset is only valuable if it is both recognizable and unique (Romaniuk, 2018). This means that for many consumers the asset links to the desired brand (= recognizability), and at the same time has as few links as possible to competing brands (= uniqueness).
