Case Studies

Coca-Cola Amatil

A Brand to House the Brands

Since the name change to Coca-Cola Amatil in 1989, to concentrate on its core activity of beverages, CCA has expanded into South East Asia, demerged its European operations, and made acquisitions to diversify beyond carbonated beverages to include Neverfail water, SPC Ardmona and its six principal packaged fruit brands as well as entering a 50-50 joint venture with SAB Miller to distribute premium beers, spirits and ready to drink alcoholic beverages. The growth in product portfolio, the focus on the Asia Pacific and becoming the sole licensee of Coca-Cola product in Australia were all impetus to refresh the corporate brand. Designate understood the intricacies of the CCA business, and its extensive high profile brand portfolio, and implemented a brand refresh to represent CCA’s current strength and the relevance of the company moving forward.