COCA-COLA 16 OZ CAN, 12 OZ CAN, AND MINISLEEK PACKAGING by Turner Duckworth London for Coca-cola

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COCA-COLA 16 OZ CAN, 12 OZ CAN, AND MINISLEEK PACKAGING

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency Turner Duckworth London
Released February 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: COCA-COLA NORTH AMERICA
Product/Service: COCA-COLA
Agency: TURNER DUCKWORTH
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: TURNER DUCKWORTH, San Francisco, USA
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Design Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Josh Michels (Turner Duckworth: London & San Francisco)
Designer: Chris Garvey (Turner Duckworth: London & San Francisco)
Media placement: 16 OZ CAN - Supermarkets And Convenience Stores - November 2009
Media placement: 12 OZ CAN - Supermarkets And Convenience Stores - June 2009
Media placement: 7.5 OZ CAN - Supermarkets And Convenience Stores - July 2009

Describe the challenges and key objectives
The graphics for the 7.5oz and 16oz needed to communicate the brand personality in a different way than the 12oz cans but also tie together as a system.

Describe the brief from the client
This packaging for Coca-Cola North America was designed as part of the overall packaging system strategy to return simplicity and clarity to the Coca-Cola brand and the variety of different size cans with consumer needs.

Describe how you arrived at the final design
We stripped away the extraneous elements of the Coca-Cola 12oz can to reveal the core branding. This latest version removed the “classic” type that appeared with the logo. Only the iconic script and ribbon remain. The 7.5 oz Coca-Cola mini can packaging for Coca-Cola North America was created as a smaller portion option for consumers. The series is tied together through the usage of a small bottle icon on the reverse side, providing the calorie communication in a proprietary way. With the 16oz can, the use of the large script creates impact on shelf with a bold, confident brand expression.

Give some indication of how successful the outcome was in the market
In a three-city in-market test, the 7.5oz can had double digit purchase increases in comparison to the previous small-sized can. It is too soon to tell the results of the 16oz can; however, both had overwhelmingly positive results in qualitative testing with teens, enabling new, more positive perceptions of the brand.