{"id":159768,"date":"2026-07-27T11:15:12","date_gmt":"2026-07-27T11:15:12","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/159768\/"},"modified":"2026-07-27T11:15:12","modified_gmt":"2026-07-27T11:15:12","slug":"coca-cola-meni-design-svych-legendarnich-cervenych-obalu-novy-vzhled-se-postupne-objevi-ve-vice-nez-200-zemich-vcetne-ceska","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/159768\/","title":{"rendered":"Coca-Cola m\u011bn\u00ed design sv\u00fdch legend\u00e1rn\u00edch \u010derven\u00fdch obal\u016f. Nov\u00fd vzhled se postupn\u011b objev\u00ed ve v\u00edce ne\u017e 200 zem\u00edch, v\u010detn\u011b \u010ceska"},"content":{"rendered":"

C\u00edlem\u00a0vizu\u00e1ln\u00ed \u00fapravy\u00a0je pos\u00edlit rozpoznatelnost
\n\tzna\u010dky na trhu a na prvn\u00ed pohled sjednotit\u00a0vzhled\u00a0j\u00adednotliv\u00fdch\u00a0pro\u00adduktov\u00fdch\u00a0\u0159ad. Milovn\u00edci Coca-Coly se ale
\n\tnemusej\u00ed b\u00e1t\u00a0kompletn\u00ed
\n\tprom\u011bny, kter\u00e1\u00a0by jejich vztah se zna\u010dkou
\n\tv\u00fdrazn\u011b\u00a0ovliv\u00adnila.\u00a0Naopak, zna\u010dka se m\u00e1\u00a0podle z\u00e1stupc\u016f
\n\tspole\u010dnosti\u00a0st\u00e1t je\u0161t\u011b
\n\tv\u00edce sama\u00a0sebou.<\/p>\n

<\/p>\n

\u201eStav\u00edme na v\u011bcech, kter\u00e9 lid\u00e9
\n\tji\u017e znaj\u00ed a miluj\u00ed.\u00a0Vytv\u00e1\u00ad\u0159\u00edme tak siln\u011bj\u0161\u00ed
\n\tz\u00e1klad pro r\u016fst, a z\u00e1rove\u0148 z\u016fst\u00e1v\u00e1me nezam\u011bniteln\u011b Coca-Colou,\u201c
\n\tuvedl\u00a0glob\u00e1ln\u00ed\u00a0\u0159e\u00additel\u00a0zna\u010dky\u00a0Ar\u00adnab\u00a0Roy.\u00a0<\/p>\n

\n\tNov\u00fd styl m\u00e1
\n\tzd\u016fraznit ikonick\u00fd charakter\u00a0\n<\/p>\n

Osv\u011b\u017een\u00fd
\n\tstyl\u00a0od\u00a0agentu\u00adry\u00a0Jones\u00a0Know\u00adles\u00a0Ritchie\u00a0(JKR)\u00a0byl sv\u011btu p\u0159edstaven 20.\u00a0\u010dervence
\n\t2026\u00a0a\u00a0spole\u010d\u00adnost\u00a0ho bude pro jednotliv\u00e9
\n\ttrhy\u00a0zav\u00e1d\u011bt\u00a0pos\u00adtupn\u011b\u00a0v\u00a0n\u00e1sle\u00adduj\u00edc\u00edch
\n\tm\u011bs\u00edc\u00edch.
\n\tObjevovat\u00a0se bude\u00a0nejen na lahv\u00edch, ale tak\u00e9 na
\n\tplechovk\u00e1ch a dal\u0161\u00edch materi\u00e1lech zna\u010dky.\u00a0Zm\u011bny se dotknou\u00a0zhruba 200\u00a0zem\u00ed sv\u011bta, kde firma
\n\tp\u016fsob\u00ed, a nov\u00e9 obaly by m\u011bly b\u00fdt nap\u0159\u00ed\u010d v\u0161emi t\u011bmito trhy
\n\tkonzistentn\u011bj\u0161\u00ed.\u00a0<\/p>\n


\n
\n <\/a>Coca-cola bez cukru bude vzhledov\u011b podobn\u011bj\u0161\u00ed origin\u00e1ln\u00ed \u0159ad\u011b s cukrem.
\n , …\n <\/p>\n

Zad\u00e1n\u00ed
\n\tzn\u011blo: \u201eUd\u011blat z\u00a0Coca-Coly je\u0161t\u011b v\u00edce Coca-Colu\u201c. Revize
\n\tdesignu m\u00e1 tak p\u0159edev\u0161\u00edm zd\u016fraznit ty nejv\u00edce ikonick\u00e9 prvky
\n\tzna\u010dky.\u00a0Agentura
\n\tJKR se rozhodla zmodernizovat nap\u0159\u00edklad\u00a0kla\u00adsickou\u00a0\u010derveno\u00adb\u00edlou paletu
\n\tbarev, kter\u00e1 by
\n\tm\u011bla b\u00fdt v\u00fdrazn\u011bj\u0161\u00ed.\u00a0Re\u00addesign se zam\u011b\u0159il
\n\ti\u00a0na\u00a0vlnovku,\u00a0\u010dtve\u00adrec ozna\u010dovan\u00fd jako Arden
\n\tSquare, ale i\u00a0na\u00a0nezam\u011bni\u00adteln\u00e9\u00a0p\u00edsmo\u00a0Spen\u00adcerian.\u00a0Produk\u00adty by tak m\u011bly na ka\u017ed\u00e9m
\n\tkontaktn\u00edm m\u00edst\u011b se z\u00e1kazn\u00edky l\u00e9pe vyniknout.\u00a0<\/p>\n

V\u00fdrazn\u011bj\u0161\u00ed je hlavn\u011b
\n\tpou\u017eit\u00ed p\u00edsma \u201eBetter\u00a0With\u201c, kter\u00e9 vytvo\u0159ila v\u00a0roce
\n\t2023\u00a0pro zna\u010dku spole\u010dnost Brody\u00a0Associa\u00adtes.\u00a0N\u011bkte\u0159\u00ed\u00a0u\u00ad\u017eivatel\u00e9 soci\u00e1ln\u00edch
\n\ts\u00edt\u00ed\u00a0si\u00a0v\u0161ak rychle v\u0161imli podobnosti
\n\ts\u00a0patkov\u00fdm retro n\u00e1pisem na cigaret\u00e1ch Marlboro, co\u017e vyvolalo \u0159adu
\n\tdiskus\u00ed.\u00a0Komen\u00adtuj\u00edc\u00ed vid\u00ed ironii
\n\tv\u00a0tom,\u00a0\u017ee si zna\u010dka
\n\tslazen\u00fdch n\u00e1poj\u016f\u00a0podle
\n\tnich\u00a0\u201ep\u016fj\u010duje\u201c\u00a0de\u00adsign od n\u00e1vykov\u00fdch produkt\u016f pro
\n\tdosp\u011bl\u00e9.\u00a0<\/p>\n

\n\tNejv\u011bt\u0161\u00ed zm\u011bna \u010dek\u00e1 produkty bez
\n\tcukru\n<\/p>\n

Na prvn\u00ed
\n\tpohled patrn\u00fd je redesign\u00a0obal\u016f\u00a0u\u00a0Co\u00adca-Coly bez cukru<\/a>, kter\u00e9 se\u00a0o\u00a0n\u011bco v\u00edc p\u0159ibl\u00ed\u017e\u00ed vzhledu
\n\tklasick\u00e9 Coly. Varianta bez
\n\tcukru se\u00a0do\u010dkala
\n\tv\u011bt\u0161\u00edho\u00a0b\u00edl\u00e9ho\u00a0n\u00e1\u00adpisu \u201eZero\u00a0Cukru\u201c, kter\u00fd je dopln\u011bn\u00fd\u00a0u\u00a0PET lahv\u00ed\u00a0\u010dern\u00fdm v\u00ed\u010dkem a
\n\tu\u00a0plechovek\u00a0\u010der\u00adnou dynamickou
\n\tstuhou.\u00a0Ta je
\n\tu\u00a0plechovek\u00a0kla\u00adsick\u00e9\u00a0Coca-Coly\u00a0s\u00a0cukrem\u00a0b\u00ed\u00adl\u00e1.\u00a0Na prvn\u00ed pohled tak bude v\u00a0reg\u00e1lech
\n\tpatrn\u00e9, \u017ee se jedn\u00e1 o\u00a0variantu bez cukru, z\u00e1rove\u0148 v\u0161ak bude vizu\u00e1ln\u00ed identita
\n\tv\u00edce podobn\u00e1 hlavn\u00ed \u0159ad\u011b produkt\u016f.\u00a0<\/p>\n

\t\u010cesko
\n\t\u010dek\u00e1 sout\u011b\u017e i\u00a0zm\u011bna velikosti balen\u00ed\u00a0<\/p>\n


\n
\n <\/a>\u010cesk\u00e9ho v\u00edt\u011bze \u010dek\u00e1 t\u0159eba n\u00e1v\u0161t\u011bva muzea World of Coca-Cola v Atlant\u011b.
\n , …\n <\/p>\n

Na \u010desk\u00fd
\n\ttrh p\u0159ich\u00e1z\u00ed nav\u00edc\u00a0v\u00a0r\u00e1mci\u00a0kom\u00adplexn\u00ed marketingov\u00e9\u00a0kam\u00adpan\u011b
\n\t\u201eNov\u00fd\u00a0look. St\u00e1le skv\u011bl\u00e1
\n\tchu\u0165\u201c\u00a0i\u00a0\u0159ada doprovodn\u00fdch akc\u00ed
\n\tnebo\u00a0nov\u00e9 velikosti
\n\tprodukt\u016f.\u00a0Coca-Cola a Coca-Cola\u00a0Zero\u00a0Cukru budou\u00a0toti\u017e\u00a0dos\u00adtupn\u00e9 v\u00a0mal\u00e9m\u00a0balen\u00ed o\u00a0200\u00a0ml:
\n\t\u201eJe ide\u00e1ln\u00ed pro ty, kte\u0159\u00ed si cht\u011bj\u00ed\u00a0vychutnat
\n\tCoca\u2011Colu\u00a0p\u0159es\u00adn\u011b v\u00a0takov\u00e9m mno\u017estv\u00ed,
\n\tjak\u00e9 jim vyhovuje,\u201c\u00a0uve\u00addl\u00a0marketingo\u00adv\u00fd \u0159editel\u00a0zna\u010dky\u00a0pro \u010cesko a Slovensko\u00a0Michal \u0160lechta.\u00a0<\/p>\n

Krom\u011b toho
\n\tse k\u00a0p\u0159\u00edle\u017eitosti redesignu kon\u00e1 tak\u00e9 spot\u0159ebitelsk\u00e1
\n\tsout\u011b\u017e, kter\u00e1
\n\tspo\u010d\u00edv\u00e1 ve sb\u00edr\u00e1n\u00ed k\u00f3d\u016f z\u00a0produkt\u016f Coca-Coly. Po jejich zad\u00e1n\u00ed
\n\tv\u00a0sout\u011b\u017en\u00ed sekci na webu\u00a0maj\u00ed \u010ce\u0161i \u0161anci vyrazit na
\n\tcestu kolem sv\u011bta. 14denn\u00ed cesta povede p\u0159es m\u00edsta,
\n\tkter\u00e1 jsou neodmysliteln\u011b spojena
\n\ts\u00a0kulturou a histori\u00ed zna\u010dky Coca-Cola.\u00a0Na trase je\u00a0p\u0159itom hned\u00a0cel\u00e1 \u0159ada zaj\u00edmav\u00fdch turistick\u00fdch
\n\tbod\u016f<\/a>.\u00a0<\/p>\n

V\u00fdherce se
\n\tpod\u00edv\u00e1 t\u0159eba do Atlanty,
\n\tkde cel\u00e1 zna\u010dka p\u0159ed 140\u00a0lety vznikla\u00a0a\u00a0dnes se tam nach\u00e1z\u00ed muzeum
\n\ts\u00a0n\u00e1zvem\u00a0World\u00a0of\u00a0Co\u00adca-Cola.\u00a0V\u00a0USA\u00a0ne\u00adbude chyb\u011bt ani\u00a0New York\u00a0nebo Chicago. Z\u00a0ostatn\u00edch zem\u00ed
\n\tse\u00a0pak\u00a0pod\u00edv\u00e1 do\u00a0Mexika, It\u00e1lie, Velk\u00e9 Brit\u00e1nie a Finska,
\n\tkde se nach\u00e1z\u00ed kouzeln\u00e1 vesni\u010dka Santa\u00a0Clause.\u00a0Li\u00add\u00e9 se
\n\tv\u0161ak\u00a0mohou t\u011b\u0161it i\u00a0na dal\u0161\u00ed ceny, jako
\n\tje nap\u0159\u00edklad limitovan\u00e1 s\u00e9rie tri\u010dek od ilustr\u00e1torky Barbory
\n\tBalgov\u00e9 nebo\u00a0brandov\u00fd\u00a0mer\u00adch.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"C\u00edlem\u00a0vizu\u00e1ln\u00ed \u00fapravy\u00a0je pos\u00edlit rozpoznatelnost zna\u010dky na trhu a na prvn\u00ed pohled sjednotit\u00a0vzhled\u00a0j\u00adednotliv\u00fdch\u00a0pro\u00adduktov\u00fdch\u00a0\u0159ad. Milovn\u00edci Coca-Coly se ale nemusej\u00ed b\u00e1t\u00a0kompletn\u00ed…\n","protected":false},"author":2,"featured_media":159769,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[12],"tags":[67,68,42,4767,335,2323,818],"class_list":["post-159768","post","type-post","status-publish","format-standard","has-post-thumbnail","category-byznys","tag-business","tag-byznys","tag-cesko","tag-coca-cola","tag-design","tag-marketing","tag-znacky"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116991658015253941","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/159768","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=159768"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/159768\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/159769"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=159768"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=159768"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=159768"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}