Carbonated Soft Drinks / Beverage News

Diet Coke unveils limited edition packaging

The Coca-Cola Co.’s Diet Coke brand launched a refreshed ad campaign as well as a limited-edition can design. The latest evolution of Diet Coke’s “Stay Extraordinary” campaign features a modern aluminum can design for fall and a new series of ads.

The new can design spotlights a section of the Diet Coke logo, which is cropped to show the “D” in Diet and “k” in Coke. The design is set against the brand’s signature silver backdrop.

“The new Diet Coke design is at once understated and overstated,” said David Turner, partner at Turner Duckworth, the San Francisco-based design agency that created the design, in a statement. “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.”

Three new 15-second TV advertisements debuted last weekend during the U.S. Open to remind consumers that Diet Coke helps them to “Stay Extraordinary.”

The advertisements were filmed in a vignette style to showcase the role Diet Coke plays in people’s lives. In “Commute,” the ad follows one man’s early morning drive to work, braking and accelerating in the thick of traffic, while reaching for a can of Diet Coke. Another spot follows a fashion designer sipping on a Diet Coke while at work on her latest design. The third ad, -titled “Lights,” features a late-night gathering of friends in a downtown loft where Diet Coke helps get the conversation and party started.

In addition, Diet Coke featured the new cropped logo design in outdoor ad campaigns around the country.

The brand also teamed with StyleCaster, a digital media company catering to style enthusiasts, to help trendsetters “Stay Extraordinary” this fall. A free 12-page guide featuring fashion and beauty tips as well as trends for men and women will be available in the soft drink aisle of major retailers this fall. The collaboration also will provide exclusive editorial content created by StyleCaster’s team of trend experts on Diet Coke’s Facebook page and www.stylecaster.com/dietcoke.

The new can and packaging design for Diet Coke will be available through November, which is when the brand’s holiday-themed cans will launch.

Did you enjoy this article? Click here to subscribe to Beverage Industry

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI April 2015 cover

2015 April

The April 2015 Beverage Industry includes a cover story on Zevia's natural sweetener, as well as articles on CSDs, whiskey, and more. Check it out today!

Table Of Contents Subscribe

CSD Category

What innovation or trend could reinvigorate the CSD category?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!