Coca-Cola rolls out new global packaging design and launches prize competition

The Coca‑Cola Company will introduce a unified visual identity for its products beginning in August 2026. The new design, featuring the classic red colour, an enlarged Spencer script and a dynamic wave, will appear on more than 200 markets across Europe, Latin America, the Middle East and Asia. In Austria the rollout will be phased, with the updated look first visible on Coca‑Cola Zero Sugar cans, which will show a white script and a prominent “Zero Sugar” label, while the black wave and black caps remain.

To promote the change, Coca‑Cola is running a competition in Austria via its app, offering over 2,000 prizes, including three FIAT 500 Hybrid cars, college jackets, trolleys, mini‑fridges and caps. Brand Manager Anna Cremer of Coca‑Cola Switzerland highlighted the aim of a more consistent brand appearance, noting that the design was created by the London agency Jones Knowles Ritchie with internal teams. Social‑media users have compared the new typography to Marlboro’s, and some critics say the original and Zero Sugar variants are now hard to distinguish on shelves, but the company says the focus is on strengthening its most recognizable brand elements.