COCA-COLA SUMMER 2011 PACKAGING by Turner Duckworth San Francisco for Coca-cola

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COCA-COLA SUMMER 2011 PACKAGING

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Industry Soft Drinks
Media Design & Branding, Case study
Market United States
Agency Turner Duckworth San Francisco
Released June 2012

Awards

Cannes Lions 2012
Design Lions ii. Core FMCG Bronze

Credits & Description

Type of entry: Packaging Design
Category: ii. Core FMCG
Advertiser: THE COCA-COLA COMPANY NORTH AMERICA
Product/Service: COCA-COLA
Agency: TURNER DUCKWORTH San Francisco, USA
Advertiser THE COCA-COLA COMPANY NORTH AMERICA
Product COCA-COLA
Entrant TURNER DUCKWORTH San Francisco, USA
Type of Entry: Packaging Design
Category: ii. Core FMCG
Title: COCA-COLA SUMMER 2011 PACKAGING
Advertiser/Client: THE COCA-COLA COMPANY NORTH AMERICA
Product/Service: COCA-COLA
Entrant Company: TURNER DUCKWORTH San Francisco, USA
DM/Advertising Agency: TURNER DUCKWORTH San Francisco, USA
2nd DM/Advertising Agency: TURNER DUCKWORTH London, UNITED KINGDOM
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Creative Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Brian Steele (Turner Duckworth: London & San Francisco)
Coca-Cola Design Direction: Pio Schunker (The Coca-Cola Company North America)
Coca-Cola Design Direction: Frederic Kahn (The Coca-Cola Company North America)
Brief Explanation
The designs needed to use the iconic Coca-Cola visual language to form a natural connection between the joy and optimism of the brand and the summer season.
The graphics created would be featured on packaging, in-store displays, and premium merchandise, all in celebration of summer's favourite beverage -
Coca-Cola.
Describe the brief from the client
Our client tasked us with continuing the success of the previous 2 summers to once again communicate Coca-Cola refreshes summer fun.
Describe the creative solution to the brief/objective.
We focused on the special moments of summer, and Coca-Cola’s authentic connection to the season. Coca-Cola is particularly popular at summer picnics, so we created a picnic basket using Coca-Cola iconography. The shape of the graphic naturally filled the format of the packaging, therefore creating the illusion of carrying a Coca-Cola picnic basket when brought home from the grocery store.
Describe the results in as much detail as possible.
Results are not finalised.