Marketing and all things related

Coca-Cola's (NYSE: KO) 2007 holiday packaging hit store shelves throughout the United States last week.  Andrew Gibbs at TheDieline published a post about Coca-Cola's new holiday packaging that reveals the company hired Hatch to create this year's design.

The tagline used on Coke's holiday packaging this year is, "Give, Live, Love," nothing amazing, but not terrible either. Interestingly, the packaging is not consistent from one product to the next within the Coca-Cola product line.  For example, the Classic Coke holiday packaging uses a more "classic" picture of Santa Claus and the Coca-Cola mascot polar bear.  It seems like an appropriate graphic for a product with the word "classic" in its brand name, but the graphic is inconsistent with the design of the other Coca-Cola products.

In contrast to the design on the Classic Coke package, the holiday design on the Diet Coke and Coke Zero products are more modern and abstract.  In fact, many consumers may not even notice the bells and ornaments in the graphics at first glance.  This may have been quite intentional on the part of Hatch and Coca-Cola, but I wonder why that design theme didn't carry through to all the products in the Coke product line.  I can certainly understand that the more traditional picture was used with the classic product and more modern graphics were used with the newer products, but I wonder if consistency across the line would have been a better choice.

What do you think about the 2007 Coca-Cola holiday packaging?