A fresh look for diet soda
September 20, 2011
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Diet Coke brings
new style to the soft drink aisle.
The latest evolution in Diet Coke's iconic “Stay Extraordinary” campaign features a modern limited-time-only look for fall on the Diet Coke aluminum can and a series of new ads on television and out-of-home.
"Fall is a time for new looks and renewed energy and Diet Coke's new campaign and can design celebrate just that," says William White, group brand director, Diet Coke, Coca-Cola North America. "It's a reflection of the self-assured and confident people who enjoy Diet Coke every day."
The can design, created by San Francisco-based design agency Turner Duckworth, features a section of the Diet Coke logo, cropped to feature the "D" and the "k," set against the brand's signature silver backdrop, creating a bold look.
"The new Diet Coke design is at once understated and overstated," says David Turner, partner Turner Duckworth. "The understatement of a monogram, rather than the full name, and the overstatement of the extremely enlarged logo, both demonstrate the brand's renewed self-confidence."
The new can and packaging design for Diet Coke began appearing in the market September 1st and will make way on store shelves for holiday themed cans in November.
The latest evolution in Diet Coke's iconic “Stay Extraordinary” campaign features a modern limited-time-only look for fall on the Diet Coke aluminum can and a series of new ads on television and out-of-home.
"Fall is a time for new looks and renewed energy and Diet Coke's new campaign and can design celebrate just that," says William White, group brand director, Diet Coke, Coca-Cola North America. "It's a reflection of the self-assured and confident people who enjoy Diet Coke every day."
The can design, created by San Francisco-based design agency Turner Duckworth, features a section of the Diet Coke logo, cropped to feature the "D" and the "k," set against the brand's signature silver backdrop, creating a bold look.
"The new Diet Coke design is at once understated and overstated," says David Turner, partner Turner Duckworth. "The understatement of a monogram, rather than the full name, and the overstatement of the extremely enlarged logo, both demonstrate the brand's renewed self-confidence."
The new can and packaging design for Diet Coke began appearing in the market September 1st and will make way on store shelves for holiday themed cans in November.
