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As consumers leave a restful summer behind and gear up for a busy autumn, Diet Coke is launching a refreshed ad campaign and limited-time can design to draw shoppers to beverage aisle shelves. The newest additions to the brand’s “Stay Extraordinary” campaign are an eye-catching design on the Diet Coke aluminum can and a series of new ads on television and out-of-home.
“Fall is a time for new looks and renewed energy, and Diet Coke’s new campaign and can design celebrate just that,” noted William White, group brand director, Diet Coke at Atlanta-based Coca-Cola North America. “It’s a reflection of the self-assured and confident people who enjoy Diet Coke every day.”
Three new 15-second television spots, which debuted Sept. 3 during the U.S. Open, feature a vignette style to showcase the role Diet Coke plays in people’s lives, centering on the morning commute, a fashion designer in her studio, and a late-night gathering in a downtown loft.
Arriving at retail Sept. 1, the new-look can, created by San Francisco-based design agency Turner Duckworth, consists of a section of the Diet Coke logo, cropped to feature the “D” and the “k,” set against the brand’s signature silver backdrop. “The new Diet Coke design is at once understated and overstated,” explained David Turner, partner at 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.”
This new design has inspired the overall visual identity of Diet Coke, having been showcased in recent digital and out-of-home activations. In a July Twitter promotion, mini-fridges stocked with Diet Coke were delivered to the brand’s most loyal followers, and in an outdoor campaign, the cropped-logo design appeared in placements around the country.
Diet Coke is also joining forces with digital media company StyleCaster to help trendsetters “Stay Extraordinary” all season long. A free 12-page guide offering fashion and beauty tips and trends for men and women will be available in the soft drink aisle of major retailers this fall. Exclusive editorial content from StyleCaster’s team of trend experts can additionally be found on the Diet Coke Facebook Page and at StyleCaster.com/dietcoke.
Along with all of this brand excitement, shoppers across the country can take advantage of special offers, free gifts with purchase, and sweepstakes opportunities, as well as redeem points at MyCokeRwards.com for such limited-edition Diet Coke merchandise as umbrellas, bags and pens, all sporting the brand's new look.
Diet Coke’s new can and packaging design will make way on store shelves for holiday-themed cans in November. The brand is the No. 2 beverage brand and No. 1 zero-calorie brand in the United States.