Coca-Cola Zero packaging becomes nearly identical to classic version

In mid-July, Coca-Cola unveiled a global graphic redesign to unify its brand image across all 200 countries where it sells beverages. The most notable change is the packaging of Coca-Cola Zero, which now closely resembles the classic sugary version, differing only by a larger "Zero zuccheri" label and black caps or ribbons. This continues a process begun in 2016, gradually reducing the black packaging that originally distinguished Zero when launched in 2005. The redesign also includes updates to the font and logo, aiming to modernize and standardize historical brand elements. The last coordinated image update was in 2021. Marketing expert and former Coca-Cola employee Courtney O'Brien told Inc magazine that the demonization of sugary drinks has made Zero the brand's future, while classic Coke is seen as a vintage variant. The similarity in packaging risks confusing consumers who avoid sugar. Critics on social media noted that the new font for secondary text, called "Better with," resembles Marlboro's font, a comparison fueled by a TikTok trend calling sodas "fridge cigarettes." Coca-Cola stated the Slab Serif font was chosen for better alignment with the logo, and it was previously used in a 2023 Christmas ad without controversy. Other subtle changes include refining the Spencerian Script logo and making the ribbon more central in the design.