COCA-COLA, COKE ZERO AND DIET COKE 7.5OZ CANS by Turner Duckworth San Francisco for Coca-cola

Adsarchive » Design & Branding » Coca-cola » COCA-COLA, COKE ZERO AND DIET COKE 7.5OZ CANS

COCA-COLA, COKE ZERO AND DIET COKE 7.5OZ CANS

Pin to Collection
Add a note
Industry Soft Drinks
Media Design & Branding
Market United States
Agency Turner Duckworth San Francisco
Released July 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: THE COCA-COLA COMPANY NORTH AMERICA
Product/Service: COCA-COLA
Agency: TURNER DUCKWORTH
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: TURNER DUCKWORTH, San Francisco, USA
Head of Design: David Turner (Turner Duckworth: London & San Francisco)
Head of Design: 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: Dan Becker (Turner Duckworth: London & San Francisco)
Designer: Chris Garvey (Turner Duckworth: London & San Francisco)
Media placement: 7.5 OZ Aluminum Cans - Supermarkets And Convenience Stores - July 2009
Describe the challenges and key objectives
The graphics needed to express each brand’s 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 needed to communicate the new, smaller portion and calorie offering for Coke, Coke Zero and Diet Coke. Each brand’s personality needed to come through in the packaging without being a direct lift of the 12oz can designs.
Describe how you arrived at the final design
We used the Coca-Cola Contour Bottle icon for Coca-Cola, reoriented the Diet Coke trademark and incorporated the Coke Zero brand identity statement of “Real Coca-Cola taste and Zero calories.” The series is tied together through the usage of a small bottle icon on the reverse side, indicating the small nature of the packaging and its calorie offering.
Give some indication of how successful the outcome was in the market
In a three-city test, the 7.5oz can had double digit purchase increases in comparison to the previous small-sized can.