The latest evolution in Diet Coke’s iconic “Stay Extraordinary”
campaign features a modern new look for fall on the Diet Coke aluminum
can and a series of new ads on television and out-of-home. The ads
connect with consumers using the witty and smart tone that marks the
unique voice of Diet Coke. 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 for fall. Despite the change, the great taste
remains the same and the can will still be easy to recognize as the
number two beverage brand and number one zero-calorie brand in the
nation.
“The new Diet Coke design is at once understated and overstated,”
said 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 package design has inspired the overall visual identity of
Diet Coke, and has been featured in recent digital and out-of-home
activations. In a Twitter promotion in July, Diet Coke designed
mini-fridges stocked with Diet Coke that were delivered to the brands
most loyal followers. In the outdoor campaign, the cropped-logo design
is featured in placements around the country.”
via
The Lovely Package.
oh sexy coke!
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