- Packaging redesign has its own challenges.
A mass market product will run several new design options
by multiple focus groups and audiences.
While most of us aren't redesigning
major international brands,
it's helpful to look under the hood and see how it happens.
Diet Coke wanted to capture the attention and brand loyalty
of the younger generation,
while still staying true to the brand.
They didn't want to alienate the existing audience.
The goal was to modernize
what made Diet Coke so special for a new generation.
It needed the same unapologetic confidence,
and be clear that it was the same taste of Diet Coke.
Coca-Cola wanted the brand to be more relatable
and more authentic.
The previous marketing skewed towards women.
Now it needed to be more gender neutral and diverse.
The new flavors take a cue from younger audiences
who have a love of unique flavor combos
like hot sauce and craft beer.
The new packaging and product use the unique flavor idea
for the Diet Coke brand and the portfolio of products.
The design is sleek,
and new flavors are appealing to the new audiences.
Alongside the classic Diet Coke, which remains the same,
new flavors include Ginger Lime,
Feisty Cherry, Zesty Blood Orange, and Twisted Mango.
The new flavors have also brought a new look.
The can still holds 12 ounces,
but appears taller and skinnier,
giving it a more sleek, modern appearance.
It also features a strip of color indicative of each flavor.
The new logo features a vertical stripe
that Coke executives call a highline,
that is meant to represent motion.
It will be used across all communication,
including digital and outdoor ads.
For a design team,
this was the opportunity to rethink an iconic brand
with the scale and reach of Diet Coke,
to create something new and to build on its heritage.
This visual evolution elevates the brand
to a more contemporary space
while still using its foundation,
the recognizable core brand visual assets.
Coca-Cola continues to invest in Diet Coke
because it is a successful zero-calorie beverage
loved by millions.
The redesign was driven by a need to expand the audience.
The solution maintains the brand recognition,
but signals that Diet Coke is energetic
and appeals to Millennials.