The change in ColaCao packaging has been intended to pay tribute to the heroes of the current situation, modifying some elements for the first time since 1945.
In its 75 years of history, ColaCao has hardly changed in terms of the graphic elements of its packaging.
We all remember the graphics that represented cocoa pickers. Well, they have now been replaced by some workers who have been crucial in the pandemic we are experiencing: health workers, caregivers, pharmacy staff, security forces, supermarket staff, journalists, farmers, cleaning staff...
It also pays tribute to children and our elders . To children for having to be “locked up” for weeks… To the elderly, because they have been the target of this scourge…
The images are fresh, smiling... and it is striking that they are presented applauding, a further tribute to their effort and extra work.
As if that were not enough, the brand list of telegram users in indonesia name has also been replaced with the word “Thank you” to complete the tribute.
But what is really important is the goal. Not only do they pay tribute to the professionals mentioned above, but the campaign itself is a charity edition.
Cola-Cao has launched 400,000 containers, the proceeds of which will be donated to different food banks, through the Spanish Federation of Food Banks (FESBAL) .
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The Catalan brand has been very active in helping during this health crisis. However, it has donated 120 tons of products to NGOs, in addition to financial aid of more than 1 million euros to 14 hospitals in Spain, the Red Cross, Save the Children, Samur Social…
It should be noted that part of this financial contribution was thanks to its employees. 350 members of the company gave up a day's pay from their payroll, and ColaCao tripled that figure.
ColaCao has been part of our childhood. It is practically impossible to mention its name without automatically humming its advertising tune.
Throughout its history, it has changed its packaging on several occasions, almost always with very small modifications, slight in shape and without touching the characteristic elements such as the collectors or the colours. But the occasion deserved it.
Another strategy that this company uses is the deliverables inside. Pool mats, skates, wireless headphones, yo-yos, mugs, backpacks with speakers, ping-pong paddles… I could spend three or four days writing down the gifts they have been giving away inside their packaging, normally in familiar formats.
There are many companies that have wanted to modify their brand image to do their bit. A few weeks ago I brought you the case of Audi .
From here, we applaud the initiative, not only for changing the graphic elements, but above all for helping those most in need through donations.