Diet Coke gets new look

Limited edition cans of Diet Coke have hit the shelves in America.

The latest evolution in Diet Coke’s iconic ‘Stay Extraordinary’ campaign features a modern new look for fall on the Diet Coke aluminium can and a series of new adverts 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 for fall.

“The new Diet Coke design is at once understated and overstated,” adds 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.

Related content

Leave a reply

CanTech International