Diet coke is updating its packaging by permanently switching to a design introduced on limitededition packaging last fall. The design, to begin appearing on diet coke products as of sept. 1, was created by san franciscobased agency turner duckworth. It features a section of the diet coke logo, cropped to feature the "d" and the "k," set against the brand&39s signature silver backdrop. The brand is simultaneously rolling out the latest extension of its &ldquostay extraordinary&rdquo campaign, with three new 15second television spots to begin airing on sept. 3, during the u.s. Open.
One spot, &ldquocommute,&rdquo shows a man reaching for a diet coke during a trafficclogged commute. Onscreen messaging &ldquoa little drive for the drive to work.&rdquo another, &ldquostudio,&rdquo shows a fashion designer sipping diet coke as she works on her latest creation. Onscreen messaging &ldquoanother word for ambition is thirst.&rdquo the third, &ldquolights,&rdquo shows youngadult friends enjoying the beverage during a latenight gathering.
Onscreen messaging &ldquoproud sponsor of all those lights on.&rdquo all three ads can be viewed on the cocacola site. The campaign also includes digital, outofhome and instore components in a twitter promotion in july, diet coke designed minifridges stocked with diet coke that were delivered to the brand&rsquos most loyal followers. The new logodesign is being featured in outofhome placements around the country. The brand has partnered with digital media company stylecaster to offer a free, 12page guide featuring fashion and beauty tips and trends for men and women.
The piece will be available in the soft drink aisle of major retailers this fall. Exclusive editorial content from stylecaster trend experts is also be featured on diet coke&rsquos facebook page and stylecaster.comdietcoke. Through partnerships, diet coke will feature special offers for fashion accessories, giftswithpurchase and sweepstakes at retail and online.
At retail, the offers will be featured in various grocery, drug and mass merchandise chains. Consumers can redeem loyalty points at mycokerewards.com for limitededition diet cokebranded merchandise such as umbrellas, bags and pens featuring the new logo. Httpwww.mediapost.compublicationsarticle180989dietcokerollsoutnewpackagingc…
