Newspapers / The Charlotte Post (Charlotte, … / April 4, 1985, edition 2 / Page 9
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Coca-Cola Bottling Company Consolidat ed exeeHtives toast world’s first cans el Cherry Coke. Dale Westig (1) vice pre tiea Center. Charlotte, receives congra tulaUons from Ron Barrett (r) senior ' MUOperattlnf C^rtl> C*r°U“ 8-1 j production of first Cfcerry Coke hi the world for regular distribution. Forget dancing juke boxes and high-kicking cherries - packaging for cherry Coke simply pro mises what the new pro duct delivers: a contem porary, sophisticated beverage with a light, smooth taste. Cherry Coke is the first mainstream soft drink brand in a new flavor ca tegory - blending all of the full cola taste attributes of Coca-Cola with a surpris ing splash of efapfrF fla voring. Projecting (his uniqueness with a link to the brand's heritage was the challenge of Coca-Cola USA and the Schechter Group, New York, the package design agency. In all, more than SO de signs were developed and evaluated before three were selected for a pack aging test. The clear win ner, which will be rolled out in Utaunce cans and 2 liter bottles, features the trademarks “Coca-Cola” and “Coke,” set in a dark er red than the word “cherry,” classically com municating the blend of two flavors. The relationship of the word, “cherry,” and trade marks “Coke” and “Coca Cola” highlights the fla vor integration, while white outlining of the let tering adds visual depth aiui an additional cue to consumers of the hint of cherry flavor that gives cherry Coke a unique taste, t: .*• * Lightness is further un derscored by graduated horizontal stripes tost sug gest food taste and re freshment Utilising a color tie-in of the distinctive dynamic ribbon and trade S •r,':' mediate brand recognition, strong shelf impact and ap Consumers quickly win recognize that the pack aging style is modem ver gww^ogal^c and tradi a burgun ^ ad, which refr^S^eiTy'oSS11’ Red backdrops were con fusing with other Coca Cola Company soft drink products, while attractive pink pinstripes wrongly implied positioning of the beverage as a children’s fruit drink. The winning choice works as a logical, com panion to Coca-Cola’, Diet Coke and the caffeine free soft drinks, yet reflects the distinctive brand identity of cherry Coca-Cola. The packaging is young, yet sophisticated, upbeat and fun, distinctive and confident. Just like cherry Coke it self. %U£PMT«U3 AivtamcH Sped*l 1 Fashion Jeans-'ll** Fat Shoe Laces_94* Clip Earrings- __ •!«* A II _ l A .1 - »»• V.WIWI W VI I J 1^0 Giant Print Bibles_ill** Auto Stereos-_♦W** Power Booste^^^^^^^ I* 30 Year United Warranty • Exclusive Patented Features ® • Custom Water Depths • Exclusive Water Purification • A Size And Price For Every Backyard • We Accept Almost Anything in Hade _. I Eliminate The Middleman And SAVE! | 3100 South Boutovard I Charted*, NC 28200 ■ ■ (1 Stock North of Clanton Road) ■
The Charlotte Post (Charlotte, N.C.)
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April 4, 1985, edition 2
9
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