The Coca-Cola Company launches visual brand renewal in Latin America

The Coca-Cola Company has launched a visual identity renewal across Latin America, including Bolivia, to create a more dynamic and recognizable brand image. The update emphasizes the brand’s iconic red color, the dynamic ribbon, and an enlarged Spencerian logo. While the visual elements have evolved, the company stated that the flavor remains unchanged. As part of the update, Coca-Cola Zero will feature a black cap to assist consumer identification.

In the Latin American market, operations are divided between The Coca-Cola Company, which owns the brand and original formulas, and Coca-Cola FEMSA. The latter is a Mexican multinational and the largest bottler of Coca-Cola products in the world, responsible for packaging and distribution. Since 1993, The Coca-Cola Company has held a 30% stake in Coca-Cola FEMSA.