The Coca-Cola Company is debuting a new limited-edition Diet Coke can design for fall, in keeping within their ongoing ad campaign “Stay Extraordinary.”
This campaign encourages individuals everywhere to continually be inspired and to “Stay Extraordinary” in their daily lives, even during such mundane activities as navigating morning traffic on the way to work.
The Coca-Cola Company has launched this new package design on the coat tails of summer to create a “reenergized” look for fall 2011.
“Fall is a time for new looks and renewed energy and Diet Coke’s new campaign and can design celebrate just that,” states William White, group brand director, Diet Coke, Coca-Cola North America, on the Coca-Cola website. “It’s a reflection of the self-assured and confident people who enjoy Diet Coke every day.”
Consumers everywhere can expect to see multiple 15-second television spots reminding them to be different and stay inspired by what Diet Coke means to them and their daily lives. Drinkers of the US’s second most popular beverage are represented by three distinct personalities and scenarios to showcase the daily lives of fans and exhibit the influence that Diet Coke, and “staying extraordinary” in television spots.
The new can logo is admittedly bold and overstated. Emphasizing the ‘D’ in diet and ‘k’ in coke, this logo serves well as the crux of the entire ‘Stay Extraordinary’ campaign and lifestyle.
When a global, major company launches a product redesign like this it reminds us that innovation and evolution are ongoing for everyone involved in design. Branding a drink as a lifestyle is no easy task, but it seems The Coca-Cola Company has it down to a science for their market.
If you’re a fan of Diet Coke, or even if you’re not, watch the ads and let us know what you think in the comments section. Also see if you can spot the continuity error in the “studio” ad!
I love Diet Coke…and the new branding! :)
Wow, that new branding looks awesome.
Yeah, interesting design.