The redesign is a smart play on the key typographic elements of the brand – the letters D and K, and the union and unique cropping of these 2 iconic letters.
The design carries through the new identity to the outer packs, point of sale equipment and advertising campaigns.
The redesign of the Diet Coke can was first introduced by Coca-Cola as a limited edition in 2011.
The design of the can, the outer packs, the advertising collateral and the brand marketing were so popular with consumers, that since early September 2012, Coca-Cola has decided to use the new design on a permanent basis.
Along with their Diamond Pentaward win, Turner Duckworth also won a Gold Pentaward for their design of the whiter Coca-Cola can supporting the World Wildlife Fund campaign, to protect the threatened polar bear and its Arctic home.
The iconic red Coca-Cola can was turned white in celebration of the polar bear, highlighted by the iconic Coca-Cola script printed in red.
Coca-Cola committed up to US$3 million towards the WWF’s polar bear conservation fund.