The iconic bottle was originally designed to help differentiate the brand from competing colas and help the product stand out wherever soft drinks were sold. After a century of being part of pop culture, the packaging alone is enough to communicate the brand name.
Coke has long been careful to integrate its marketing efforts so that advertising, for instance, reinforces the brand's look (its packaging too) for a consistent identity. Even Coke's UK headquarters borrows the brand's colours and styling for a unique working environment.
When Coke began sponsoring the London Eye, it applied its specific brand of red to the lighting and other elements, conveying the brand's involvement with the attraction.
Coke UK reaches out to its target audience by being active in social media, including 20,000 Facebook likes and hundreds of thousands of YouTube views for its adverts and videos.
