Beverage news that deserves a second look:
New Coke (Design)
It'll start in Mexico, but watch for an almost entirely new look on Coca-Cola's most prominent brand soon.
The Atlanta company announced it will launch new graphics on its namesake products and rename Coke Zero to Coke Zero Sugar (see photo below). The new looks are part of the company's previously announced One Brand global marketing strategy.
The new "visual identity system" will launch first in Mexico and continue around the globe through 2016 and into 2017, the company said.
“Packaging is our most visible and valuable asset,” said Marcos de Quinto, chief marketing officer, Coca-Cola Co. “The Coca-Cola red disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment. By applying it to our packaging in such a bold way, we are taking the next step towards full adoption of the One Brand strategy, uniting the Coca-Cola family under one visual identity and making it even easier for consumers to choose their Coca-Cola with or without calories, with or without caffeine.”
Of no less consequence: Singer Rita Ora marked the 100th anniversary of the iconic Coca-Cola bottle at the opening of the Contour Centenary Bar on March 19 in London. (See photo above.)
Dr Pepper's Hoax Recovery
Meanwhile, an internet hoax caught fire on social media this past week, claiming Dr Pepper had sold its formula to Coca-Cola and planned to shut down this summer. To debunk the hoax, Dr Pepper Snapple Group developed a two-pronged strategy, according to a PR Week report.
Internally, the company took a serious tone about the situation, anxious to get the truth out to Dr Pepper employees.
"Our internal message just explained that the rumor that Coke has bought Dr Pepper and that it will halt production is completely false and just another example of the type of misinformation that can spread quickly on the internet," Brian Bell, Dr Pepper’s brand PR manager, told the publication. "We just wanted to call out the facts, dispel the rumor, and move on."
Externally, Dr Pepper poked fun at the brand and the absurdity of the fabrication.
Dr Pepper reached out to its social digital agency, The Richards Group, for assistance on the matter. The firm turned around a response in less than two hours, which incorporated a GIF and the hashtag #CrushingRumorsLike. The response was shared on Dr Pepper’s Facebook and Twitter pages.
We're here to crush a rumor. The thought of Dr Pepper ending production & selling our recipe is unbelievable. pic.twitter.com/BRcb0yuOKy
— Dr Pepper (@drpepper) April 18, 2016
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