A Change to Tradition
For the first time in history, two iconic brands, Coca-Cola and Pepsi, have temporarily changed their packaging in Brazil.
Implementing a nation-wide change to the colour of its cans, Coca-Cola Brazil has transformed their traditional red packaging to blue, yellow and green. Looking to the Brazilian flag for inspiration, the change is part of a larger national campaign titled ‘Vamos juntos colorir o Brasil’ (Come Together Colouring Brazil). The limited release of the coloured cans are designed to act as a tribute to Brazil during the Confederations Cup in June 2013.
The Brazilian branch of Pepsi have also altered their iconic identity; releasing their change to millions of followers via their digital networks. What remained was a can that was still clearly recognisable as Pepsi, with a very minimal approach.
Truly iconic brands possess an ability to maintain their identity despite a change to their skin. A visual change will not go unnoticed by fans of brands who are often quick to discuss and share their opinion through various digital media sources globally. If you have a comment to share, let us know below.
