Coca-Cola sparked consumer backlash across social media following the rollout of a global visual identity system featuring a complementary slab serif typeface named Better With, which critics compared to the branding of Marlboro cigarettes. The design updates, developed by agency JKR and introduced earlier in the week, altered the beverage company’s Spencerian script and the dynamic ribbon beneath it, drawing swift reactions from shoppers who noticed a visual similarity between the new font and tobacco packaging.
Social Media Backlash Over Red-and-White Palette
Comments on social media platform X highlighted the resemblance, with users pointing to the combination of the red-and-white color palette and the blocky lettering.
“Coca-Cola using the Marlboro font in their new rebrand. Very odd,” one user posted. Other commentators questioned the choice, with one stating that anyone over the age of forty would immediately recognize the resemblance to the cigarette brand.
Distinct Typography Despite Public Perception
Despite public perception, industry representatives and design specifications confirm that the typography is distinct. Marlboro utilizes a proprietary typeface with a nearest equivalent of Neo Contact, and structural differences separate it from Better With.
Coca-Cola did not respond to requests for comment regarding the visual update, and a representative for JKR referred inquiries back to the beverage manufacturer.
Psychological Connections to Commercial Identities
Brand strategy experts attribute the intense consumer reaction to deep psychological connections people maintain with long-standing commercial identities.
Sabrina Babooram, partner and head of strategy at the Toronto-based agency Academy, stated that the typography became a focal point because it identifies a product integrated into daily life for generations. Allen Adamson, cofounder of Metaforce—who cut his teeth at Landor, the firm that managed Coca-Cola’s branding in the 1980s—noted that consumers treat familiar brands like wallpaper, meaning even minor alterations immediately draw notice.
Historical Precedents in Brand Overhauls
Adamson pointed out that the Better With typeface actually debuted in 2023 for holiday marketing campaigns without drawing similar public scrutiny.
Historical precedents demonstrate that visual identity overhauls frequently trigger negative reactions from loyal consumer bases. In 2009, Ikea faced customer backlash after replacing its Futura typeface with Veranda, while Tropicana encountered severe criticism after altering its packaging and typography that same year. Gap also experienced swift public pushback in 2010 when the apparel brand switched to Helvetica before reverting to its classic logo. More recently, Jaguar’s 2024 rebrand—which removed its long-standing Optima typeface—prompted sharp public criticism from political figures including British politician Nigel Farage.
Diligence Required for Powerful Brand Assets
Design professionals emphasize that strong brand colors and typography carry immense power to evoke memories and emotional responses.
Jon Arriaza, creative director at Chase Design Group, noted that creators must exercise diligence when working with powerful brand assets to evaluate potential overlaps with other entities utilizing similar visual elements.
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