Beverage Industry

Diet Coke unveils limited edition packaging

September 6, 2011

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.