The “One Brand” strategy, announced by Coca-Cola yesterday will not only place the company’s four product variants, Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life under the
Coca-Cola master brand rather than being marketed as separate brands, but will also evolve the company’s “Open Happiness” strapline to “Choose Happiness” in
Great Britain, promoting the strategy’s goal of enabling consumers to make informed choices by more clearly communicating product characteristics.
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