Coca-cola Design & Branding COCA-COLA SUMMER CANS 2009 by Turner Duckworth San Francisco

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency Turner Duckworth San Francisco
Released May 2009

Credits & Description

Category: Non-Alcoholic Drinks
Product/Service: COCA-COLA
Date of First Appearance: May 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: Rebecca Williams (Turner Duckworth: London & San Francisco)
Designer: Josh Michels (Turner Duckworth: London & San Francisco)
Media placement: 12 Oz. Aluminum Cans - Supermarkets And Convenience Stores - 25 May 2009 - 4 July 2009
Describe the challenges and key objectives
The main challenge was to represent summer in a way that is undeniably Coca-Cola. By linking key iconic summer occasions to our brand using the newly established design language, we invited consumers to bring their best summer memories to life with Coke.
Describe the brief from the client
These designs for Coca-Cola North America were created to celebrate Coke’s authentic connection to summer.
Describe how you arrived at the final design
We adapted the familiar Coca-Cola script to inextricably link to bold icons to communicate visually 'Coke refreshes summer fun'. Five cans were released overall, culminating with a special July 4th holiday can.
Give some indication of how successful the outcome was in the market
The summer program increased consumption during summer 2009 despite price increases, diminished marketing funding and a significant consumer recession. In research, 45% of respondents said that the new designs would increase their purchase of Coca-Cola.The can graphics were also used for in-store displays and select TV spots, creating a cohesive summer marketing campaign for Coca-Cola North America.