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

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COCA-COLA OLYMPIC WINTER GAMES IDENTITY 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: Large Scale Corporate Identity Schemes
Advertiser: COCA-COLA 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
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: Tetsuya Takenomata (Turner Duckworth: London & San Francisco)
Designer: Josh Michels (Turner Duckworth: London & San Francisco)
Illustrator: John Geary
Media placement: 12 Oz. Aluminum Can - Supermarkets And Convenience Stores - February 2010
Media placement: 20 Oz. Bottle - Supermarkets And Convenience Stores - February 2010
Media placement: 2 Liter Bottle - Supermarkets And Convenience Stores - February 2010
Media placement: Fridge-Pack - Supermarkets And Convenience Stores - February 2010
Media placement: 24 Pack - Supermarkets And Convenience Stores - February 2010
Media placement: Snowboard - Promotional Item, Www.mycokerewards.com - February 2010
Media placement: T-Shirt - Promotional Item, Www.mycokerewards.com - February 2010
Media placement: Hat & Scarf - Promotional Item, Www.mycokerewards.com - February 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 creating desirability for the bubbly Coca-Cola beverage. The illustrations were linked to specific athletes that were used in a larger campaign, along with brand building messaging integrated into the overall package design.
Describe the brief from the client
These designs for Coca-Cola North America were created as part of the company’s sponsorship of the 2010 Olympic Winter Games. We needed to provide an identity that could extend from packaging to advertising and merchandising.
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.The illustrations were then extended from the 12oz cans to secondary packaging and merchandise. The original concept was also animated to create a television spot in support of the sponsorship.
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 formed the basis for a cohesive campaign that spanned TV, digital, premiums, packaging and point-of-sale pieces. The merchandise offered on mycokerewards.com sold out in 3 weeks.