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Bringing the iconic sub-brands together under the Coca-Cola master brand is not as easy as it seems and involves risks


Coca-Cola this week unveiled a radical new marketing proposition that will unify its sub-brands – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life under the single recognisable Coca-Cola brand.


Up until now, the four ranges have had distinct individual design and marketing strategies, aimed at different audiences, but under the new proposition they will be united by an ad campaign featuring all the packs with a linked design. The activity will be introduced across the UK and Europe from next week, with full distribution and marketing launching in May.


Related: Debranding: why Coca-Cola's decision to drop its name worked


Related: Coca-Cola Life: can brands ever play a role in tackling obesity?


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