Colour red has always stood for power, excitement, energy and passion. In Coca Cola’s case it really worked since the colour stimulates appetite and it also increases chances of impulse purchase. More than anything else, it is also an eye-catching colour and stands out from the rest.
But even for Coke there was a period when it struggled with its brand recognition. Again the problem was with colour, the ‘one true red’. The colour differed from country to country. Today 94% of the world’s population recognizes Coke’s red and white logo. The brand boasts that its name is only second to ‘okay’ as a universally understood term in the entire world.
Jimmy Thomas K
Head Strategy & Planning