Diet Coke Cans Get a Permanent Makeover

The redesign is the first time that Coke has made a permanent change to Diet Coke’s packaging in over five years.

17 Aug 2012 --- Diet Coke cans are about to have a new look. Beginning on Sept. 1, The Coca-Cola Co., Inc. will switch to a previously limited-edition design for Diet Coke cans, according to Advertising Age. The design, which was introduced last fall, features an oversized black “D” and red “k” cropped from the Diet Coke logo and a silver background. The new look is part of the company’s continuing efforts to align the zero-calorie brand with the fashion community, but it will only appear on Diet Coke cans, not bottles.

The redesign is the first time that Coke has made a permanent change to Diet Coke’s packaging in over five years. Coke initially the new design two years ago, and in a trial with Target, volume growth for the brand outpaced that of the rest of the country. David Turner, a partner at Turner Duckworth, which created the design, called the new look “at once understated and overstated.”

“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,” said Turner.