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 can still is recognizable as belonging to the Diet Coke brand.
"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 limited-edition packaging is complemented by a series of new ads on television and out-of-home. The ads are designed to connect with consumers using a witty and smart tone.
Three new 15-second television spots, debuted on Sept. 3 during the U.S. Open, reminding people that Diet Coke helps you Stay Extraordinary. The new spots are done in a vignette style and showcase the role Diet Coke plays in people's lives.
"Commute" follows one man's early morning drive to work, braking and accelerating in the thick of traffic. The driver reaches for his can of Diet Coke, knowing it will propel him through the day ahead.
In "Studio," a fashion designer hard at work on her latest creation, sips on her Diet Coke and finds inspiration to keep working on her design.
"Lights" features a late-night gathering of friends in a downtown loft, and Diet Coke gets the conversation and the party started.
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... [continues]
Cite This Essay
(2012, 04). Demoghraphic. StudyMode.com. Retrieved 04, 2012, from http://www.studymode.com/essays/Demoghraphic-960073.html
"Demoghraphic" StudyMode.com. 04 2012. 04 2012 <http://www.studymode.com/essays/Demoghraphic-960073.html>.
"Demoghraphic." StudyMode.com. 04, 2012. Accessed 04, 2012. http://www.studymode.com/essays/Demoghraphic-960073.html.