Coca-Cola Releases New Soda Can Designs

June 2, 2016

Unlocking Word Meanings

Read the following words/expressions found in today’s article. 

1. new look / ˈnu lʊk / (n.) – a change in appearance
Example: My cousin’s new look suited her.

2. overall / ˈoʊ vərˌɔl / (adj.) – including everything
Example: The overall vibe of the place is peaceful.

3. respectively / rɪˈspɛk tɪv li / (adv.) – related to each person or item previously mentioned, in the same order in which they appeared
Example: John and Grace love to eat pizza and donuts, respectively.

4. variant / ˈvɛər i ənt / (n.) – a different version of the same kind of thing
Example: She likes to eat chocolates, but she has never tried local variants.

5. slogan / ˈsloʊ gən / (n.) – a phrase or motto that is unique to a person, organization, manufacturer, etc., usually used for easier recall
Example: The product’s slogan is so catchy that I remembered it easily.


Read the text below.
Coca-Cola cans are getting a new look.

The Coca-Cola Company, the world’s leading carbonated drink brand, is making major changes to its packaging design, under the company’s new “One Brand” marketing strategy. The “One Brand” strategy aims to unite all of the company’s products under one visual identity, according to Coca-Cola’s Chief Marketing Officer, Marcos de Quinto. Visual identity refers to the overall appearance of a product, including its name and logo.

To achieve the brand unity that it envisions, the Coca-Cola Company plans to use its iconic red disk in the packaging of all of its products. For instance, the soda cans of Coke Zero, Diet Coke, and Coke Life, would no longer be purely black, silver, and green respectively. Instead, a big red disk will be printed on one side of their cans.

The red disk is meant to make consumers associate Coke Zero, Diet Coke, and Coke Life with the Coca-Cola Classic, which has always had an iconic red packaging. The Coca-Cola Classic, currently the most consumed soft drink in the world, is still the company’s strongest product. The company hopes to boost the sales of other Coke variants by connecting them to Coca-Cola Classic. Also, it hopes to increase the public’s awareness about the range of products it offers.

Aside from the change in packaging, Coca-Cola is also changing its slogan to “Taste the Feeling.” The company is reportedly increasing its marketing budget to promote its product in better ways. The need for stronger marketing strategy comes with the decrease in sales in the carbonated beverages industry as more consumers are switching to healthier choices such as fruit juices or bottled water.

Viewpoint Discussion

Enjoy a discussion with your tutor.  

Discussion A

·         Do you think that the new packaging of Coca-Cola products would boost the company’s sales? Why or why not?
·         Aside from better marketing, how can the soft drink industry increase sales in a world where people are becoming more health-conscious?

Discussion B

·         Would you keep buying certain products even if you knew that they pose health risks? Why or why not?
·         Do you think consumers are easily swayed by marketing strategies? Why or why not?

June 2, 2016