In honor of fashion week, Diet Coke will re-introduce its stylish cropped logo design on its aluminum cans and launch a new ad campaign aligning with the brand’s “Stay Extraordinary” platform. The promotion also features a series of print and out-of-home ads, as well as a limited-edition T-shirt available in Target stores this fall.
Created by San-Francisco-based agency Turner Duckworth, the design reappears on the market due to positive consumer feedback after its initial debut as a seasonal design last fall.
"Fashion week is the perfect time of year to bring back the modern look of Diet Coke," said Erik Jenkins, brand manager for Atlanta-based Diet Coke. "Our fans told us they loved the sleek look of the cropped design, so this fall we're bringing back the bold can design for everyone to enjoy.”
The limited-edition Diet-Coke T-shirt is currently available in select Target stores, and was designed by Gustavo Alonso, a student at Miami International University of Art and Design and winner of the Diet Coke Young Designer Challenge.
Diet Coke is also teaming up with Glamour magazine to host “Glamour Live Presented by Diet Coke,” an event that features fashion, refreshment and a performance by The Joy Formidable, to celebrate the launch of the brand’s new look. The event is slated for Sept. 5 at The Box in New York City. A similar partnership with Allure magazine and Walmart will help trendsetters “Stay Extraordinary” with a free, 12-page guide featuring the latest fashion and beauty tips from Allure editors, available in the soft drink aisle in select Walmart stores with a participating purchase.
In addition, visitors to MyCokeRewards.com can redeem points for a chance to win exciting prize packages through the “Drink in Style Sweepstakes,” including a makeover, a shopping spree in New York City, and gift cards to stock up on new looks for fall.