COCA-COLA SUMMER IDENTITY 2009 by Turner Duckworth San Francisco for Coca-cola

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COCA-COLA SUMMER IDENTITY 2009

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

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: THE COCA-COLA COMPANY NORTH AMERICA
Product/Service: COCA-COLA
Agency: TURNER DUCKWORTH
Date of First Appearance: May 25 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: Rebecca Williams (Turner Duckworth: London & San Francisco)
Media placement: 12 Oz. Aluminum Cans - Supermarkets And Convenience Stores - 25 May 2009 - 4 July 2009
Media placement: 2 Liter Bottles - Supermarkets And Convenience Stores - 25 May 2009 - 4 July 2009
Media placement: T-Shirt - Www.mycokeawards.com - 25 May 2009 - 4 July 2009
Media placement: Towel - Www.mycokeawards.com - 25 May 2009 - 4 July 2009
Media placement: Fridge-Packs - Supermarket - 25 May 2009 - 4 July 2009
Media placement: 24 Pack - Supermarket - 25 May 2009 - 4 July 2009
Media placement: Baseball Hat - Www.mycokeawards.com - 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 are intended to celebrate Coke’s authentic connection to summer. The collectable can packaging forms the center of the system but the graphics needed to extend to secondary packaging and premiums (T-shirts, hats and towels), as well.
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. The graphics were then reformatted using scale and context relevancy to apply to additional packaging and premiums.
Give some indication of how successful the outcome was in the market
In research, 45% of respondents said that the new designs would increase their purchase of Coca-Cola. In fact, the summer programme increased consumption during summer 2009 despite price increases, diminished marketing funding and a significant consumer recession. 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.