The Diet Coke New Packaging Revamps a 5-Year-Old Design
Vivian Lau — August 16, 2012 — Marketing
References: redpeak.tumblr & adage
The Diet Coke new packaging is the first time the second bestselling soda in America has changed its look in five years. Since 2010, when Diet Coke surpassed Pepsi to clench the number two spot, the brand has upped its marketing efforts to propel momentum.
Originally released as a limited edition version last year, the cropped version is now here to stay. Though the color scheme is still the same, the drink's new image is a zoomed-in portion of the original logo. What is interesting about the new can is that a huge 'ok' seems to the desired focal point (subliminal messages, anyone?). Otherwise, the redesign actually rings similar to what Starbucks did with its own logo overhaul, when they zeroed in on the Siren to give a cleaner, more minimalistic look.
Originally released as a limited edition version last year, the cropped version is now here to stay. Though the color scheme is still the same, the drink's new image is a zoomed-in portion of the original logo. What is interesting about the new can is that a huge 'ok' seems to the desired focal point (subliminal messages, anyone?). Otherwise, the redesign actually rings similar to what Starbucks did with its own logo overhaul, when they zeroed in on the Siren to give a cleaner, more minimalistic look.
Trend Themes
1. Beverage Packaging Redesign - The success of Diet Coke's redesign signals an opportunity for other popular beverage brands to update their packaging to modernize their brand image.
2. Subliminal Messaging in Packaging - Successful designs, like Diet Coke's, could inspire other brands to incorporate hidden messages and elements into their packaging to increase brand awareness and consumer engagement.
3. Minimalistic Branding - The shift towards simpler and cleaner branding, as seen in Diet Coke and Starbucks redesigns, could be adopted by other industries to give their brands a more modern and sophisticated look.
Industry Implications
1. Beverage Industry - The success of Diet Coke's redesign could inspire other beverage companies to update their packaging and branding to keep up with changing consumer preferences and modernize their brand image.
2. Advertising Industry - The use of subliminal messaging, as seen in Diet Coke's redesign, could become a popular marketing tactic for brands across industries to increase brand awareness and consumer engagement.
3. Retail Industry - The rise of minimalistic branding seen in Diet Coke and Starbucks redesigns could be adopted by other companies in the retail industry to reinvent their brand image and appeal to a younger, more modern consumer base.
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