Oz Estratégia + Design has designed for their client Coca-Cola for quite some time, and was commissioned to design a new package for Coca-Cola Light. It had been out of the market for 6 years. The strategy was to ask their consumers “Do you like it or love it?” With the strategy in mind, the heart is a prominent factor in the overall package design and marketing.
“As to recover those consumers who want to drink a Diet and Light soft drink and have not migrated to Coca-Cola Zero, Coca-Cola Light is back, to become one more tool to retain Coca-Cola Brazil’s consumers. Surveys have indicated a 99% recall index for the soft drink. Another 33% share of the surveyed sample admitted they would buy the product if sales were resumed, for they still having strong attachment to the product.
