Limited-time-only Can Design

Liz Gyekye / packagingnews.co.uk

Diet Coke launches limited-time-only can design

Diet Coke is launching a new limited-time-only can design and a new advertising campaign for the autumn in the US.

The company said that the new package design has inspired the overall visual identity of Diet Coke, and has been featured in recent digital and out-of-home activations.

“Fall [autumn] is a time for new looks and renewed energy and Diet Coke’s new campaign and can design celebrate just that,” said Diet Coke North America group brand director William White. “It’s a reflection of the self-assured and confident people who enjoy Diet Coke every day.”

The can design, created by San Francisco-based design agency Turner Duckworth, features a section of the Diet Coke logo, cropped to feature the ‘D’ and the ‘k’, set against the brand’s signature silver backdrop, creating a “bold look for fall”, according to Diet Coke.

“The new Diet Coke design is at once understated and overstated,” said Turner Duckworth partner David Turner. “The understatement of a monogram, rather than the full name, and the overstatement of the extremely enlarged logo, both demonstrate the brand’s renewed self-confidence.”

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