{"id":511,"date":"2014-06-09T20:40:39","date_gmt":"2014-06-09T20:40:39","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=511"},"modified":"2016-11-16T03:34:01","modified_gmt":"2016-11-16T03:34:01","slug":"coca-cola-steps-up-its-game-for-world-cup-packaging-design","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/coca-cola-steps-up-its-game-for-world-cup-packaging-design\/","title":{"rendered":"Coca-Cola Steps Up its Game for World Cup Packaging Design"},"content":{"rendered":"<p>A score of companies \u2013 sponsors and otherwise \u2013 are known to pounce\u00a0on the hype preceding playoffs or tournaments, for any number of reasons: they\u2019re eager to seem festive, to demonstrate the efficacy of a product (think sports drinks or sponsored active wear), or to appeal to fans and\u00a0drive brand image. \u00a0The World Cup is no different, and because it only comes around once every four years, the opportunities it presents fans and brands alike are\u00a0all that more precious. \u00a0Coca Cola knows this, and with the tournament beginning later this week, we think a brief retrospective of their World Cup packaging design is in order.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-513\" src=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/world-cup-packaging-coca-cola-2002.jpg\" alt=\"world-cup-packaging-coca-cola-2002\" width=\"450\" height=\"318\" srcset=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/world-cup-packaging-coca-cola-2002.jpg 450w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/world-cup-packaging-coca-cola-2002-300x212.jpg 300w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/p>\n<div id=\"attachment_2334\" class=\"wp-caption aligncenter\">\n<p class=\"wp-caption-text\">2002 Coca-Cola FIFA World Cup Packaging Design<\/p>\n<\/div>\n<p>The earliest and least evolved example included here, the 2002 Coca-Cola World Cup packaging design seemed to avoid making any bold decisions.\u00a0The players share an equal, neutralizing spotlight with the Coca-Cola logo, while the\u00a0introduction of wheat\/gold accents makes an unremarkable pairing with Coca-Cola\u2019s trademark red. From this point, Coca-Cola could only go up, and did.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-514\" src=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/World-Cup-Packaging-coca-cola-2006.gif\" alt=\"world-cup-packaging-coca-cola-2006\" width=\"488\" height=\"347\" \/><\/p>\n<div id=\"attachment_2333\" class=\"wp-caption aligncenter\">\n<p class=\"wp-caption-text\">2006 Coca-Cola World Cup Packaging Design<\/p>\n<\/div>\n<p>The chief difference in the 2006 packaging design was the increase in real estate given to the soccer stars \u2013 making them distinctly the focal point of the design, rather than splitting the spotlight between the World Cup and Coca-Cola. While it would pain any brand to significantly reduce the presence of its logo, the reward for this potential risk is increasing its ceremonial \/ PR value. Paradoxically, by taking attention away from the brand within the physical packaging design, Coca-Cola may have\u00a0attracted even more attention to itself through a counterintuitive, risky, and surprising maneuver.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-515\" src=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/world-cup-pakaging-coca-cola-2010.jpg\" alt=\"world-cup-pakaging-coca-cola-2010\" width=\"600\" height=\"400\" srcset=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/world-cup-pakaging-coca-cola-2010.jpg 600w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/world-cup-pakaging-coca-cola-2010-300x200.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<div id=\"attachment_2335\" class=\"wp-caption aligncenter\">\n<p class=\"wp-caption-text\">2010 Coca-Cola FIFA World Cup Packaging Design<\/p>\n<\/div>\n<p>Coca-Cola\u2019s logo returned to a more prominent position in its 2010 World Cup packaging; however, the brand continued to venture into new\u00a0territory through the use of color. Whereas the previous two World Cups only inspired marginal color variation from Coca-Cola\u2019s red and white, the 2010 bottle incorporated, most noticeably, a healthy dose of bold, soccer-field green.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-516\" src=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-2.jpg\" alt=\"summer-packaging-coca-cola-2\" width=\"352\" height=\"569\" srcset=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-2.jpg 352w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-2-186x300.jpg 186w\" sizes=\"auto, (max-width: 352px) 100vw, 352px\" \/><\/p>\n<div id=\"attachment_2337\" class=\"wp-caption aligncenter\">\n<p class=\"wp-caption-text\">Coca Cola\u2019s 2014 FIFA World Cup Packaging Design<\/p>\n<\/div>\n<p>This year\u2019s Coca-Cola World Cup packaging design beautifully balances both ornamentation with simplicity and the identity of Coca Cola with that of the World Cup. In terms of design, it utilizes the uncharacteristic\u00a0abundance of color that made 2010 stand out, while keeping each color thoroughly separated and solid, making the design less busy, and consequently more bold.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A score of companies \u2013 sponsors and otherwise \u2013 are known to pounce\u00a0on the hype preceding playoffs or tournaments, for any number of reasons: they\u2019re eager to seem festive, to&#8230;<\/p>\n","protected":false},"author":2,"featured_media":512,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[40,38,36],"tags":[],"class_list":["post-511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marketing","category-package-design"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-1.jpg",472,569,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-1-150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-1-249x300.jpg",249,300,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-1.jpg",472,569,false],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-1.jpg",472,569,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-1.jpg",472,569,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/summer-packaging-coca-cola-1.jpg",472,569,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":3,"uagb_excerpt":"A score of companies \u2013 sponsors and otherwise \u2013 are known to pounce\u00a0on the hype preceding playoffs or tournaments, for any number of reasons: they\u2019re eager to seem festive, to...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/511","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=511"}],"version-history":[{"count":1,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/511\/revisions"}],"predecessor-version":[{"id":517,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/511\/revisions\/517"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/512"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=511"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=511"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}