Building on your existing equities
19th August
As part of Coca-Cola’s 125th anniversary, the brand has launched another limited edition pack, this time for Diet Coke. The new can, set to hit stores in September, will abstract the existing logo pulling out the ‘D’ and the ‘K’ from the word mark. The great thing about this design is that it’s brave and bold in equal measure. Unlike other limited editions, it is refreshing to see a brand using its existing equities in a dynamic way, rather than attempting to create something from scratch, just for the sake of it.
The new can also delivers a more modern look for the brand, steering away from Coke’s recent limited editions which have had a more retro feel.
The detail of this new launch is being kept under wraps but the brand is known to be collaborating with web magazine Stylecaster.com, quoting the can as “the new look for fall”. Voting on AdWeek shows the limited edition has an 80% approval rate, so it looks like consumers are on board too.
Coca-Cola generally seems to get its limited editions spot on, mainly due to its integrated style which plays back to the brand’s key core equities – the best limited editions reinforce rather than dilute the brand.
The limited edition heart design is still one of my favourites though…
2 Comments
Joshua
August 19, 2011 9:53 am
Is voting on Adweek really a good barometer of what consumers think?
jkr
August 22, 2011 9:58 am
Fair question. It’s certainly not definitive but it is the best barometer we could call upon. They have had 2400 votes so it’s a reasonable size at least. Would love to know if there are other sources of opinion you could recommend.
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