COCA-COLA OLYMPIC WINTER GAMES CANS 2010 by Turner Duckworth San Francisco for Coca-cola

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COCA-COLA OLYMPIC WINTER GAMES CANS 2010

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency Turner Duckworth San Francisco
Released December 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: Jan 1 2010 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: Tetsuya Takenomata (Turner Duckworth: London & San Francisco)
Designer: Josh Michels (Turner Duckworth: London & San Francisco)
ILLUSTRATOR: John Geary
Media placement: 12 Oz. Aluminum Cans - Supermarkets And Convenience Stores - January 2010
Describe the challenges and key objectives
The designs needed to communicate Coca-Cola’s connection to the joy, uplift and excitement of the Olympic Winter Games, while also hinting at the refreshing effervescent beverage inside.
Describe the brief from the client
This packaging for Coca-Cola North America was designed as part of the company’s sponsorship of the 2010 Olympic Winter Games.
Describe how you arrived at the final design
The designs are inspired by some of the most popular Olympic Winter Games sports, such as figure skating, ice hockey, speedskating and snowboarding. The athlete silhouettes are linked to the Coca-Cola Dynamic Ribbon branding device, with the added refreshment cues of ice/bubbles.
Give some indication of how successful the outcome was in the market
Neilsen scores showed that 25% of all outlets activated the Coca-Cola Olympic Winter Games displays, up 10% in comparison to holiday displays. The commemorative packaging improved sales 8 points versus the previous month, which is commendable for February which typically is not a strong month for carbonated beverages.The illustrative designs also formed the basis for a more cohesive campaign and were reused for TV, digital, premiums and point-of-sale pieces. The merchandise offered on mycokerewards.com sold out in 3 weeks.