Diet Coke has a new look for fall featuring a cropped "D" and "k" monogram set against the brand's signature silver backdrop.
This limited-edition can illustrates that though the No. 2 beverage in the nation is celebrating 30 years on the American market, it shows no sign of slowing down.
A Fashionable Design
San Francisco-based agency Turner Duckworth, which was also behind the Coke Aluminum brand redesign, created the logo as part of Diet Coke's Stay Extraordinary campaign.
"The new Diet Coke design is at once understated and overstated," says Turner Duckworth co-founder David Turner. "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 has inspired the overall visual identity of Diet Coke. Twitter and StyleCaster, the innovative digital media company for style enthusiasts, are actively promoting the concept. And since fashion gurus know that accessories have the power to bring a look together, a free 12-page guide featuring fashion and beauty tips and trends for men and women was offered in the soft drink aisle of major retailers. Exclusive editorial content created by StyleCaster's team of trend experts can also be found on the Diet Coke Facebook page and StyleCaster.com/dietcoke.
Three new 15-second television spots, debuting on Sept. 3 during the U.S. Open, continue in this vein and remind people that Diet Coke helps you Stay Extraordinary.
- "Commute" follows one man's early-morning drive to work, braking and accelerating in the thick of traffic. The driver reaches for his Diet Coke, knowing it will propel him through the day.
- In "Studio," a fashion designer at work on her latest creation sips her Diet Coke and finds inspiration to keep at it.
- "Lights" features a late-night gathering of friends in a downtown loft; Diet Coke gets the conversation and the party started.
In addition, visitors to MyCokeRewards.com can redeem points for limited-edition Diet Coke merchandise, including umbrellas, bags, pens and more, that feature the brand's new look.
The new can and packaging design for Diet Coke will begin appearing in-market on Sept. 1 and will make way on store shelves for holiday-themed cans in November.