ATLANTA -- Diet Coke will make a permanent change to its packaging for the first time in more than five years, according to a report in Advertising Age.
Beginning Sept. 1, the brand will switch to a design introduced last fall as a limited-edition package. The design, created by Turner Duckworth, features a section of the Diet Coke logo, cropped to prominently feature the "D" and the “k.” The can's color scheme, red and black on a silver background, remains the same. The packaging design only impacts the brand's cans, not bottles.
Kerry Tressler, a spokeswoman for the brand said the cropped logo is coming back "by popular demand," according to the report.
The bold design goes hand in hand with the brand's efforts to align itself with the fashion community. This fall, a T-shirt designed by Miami International University of Art and Design student Gustavo Alonso will be sold in Target stores nationwide as part of Diet Coke's Young Designer Challenge. The T-shirt features the new cropped logo.
The fall season has become an important marketing period for the brand, which typically focused its efforts around the first quarter, the report states. In 2010, Diet Coke inched past Pepsi to become the No. 2 soda in the country. And since then, it has sought to push its advantage, in part by ramping up marketing in the second half of the year. Historically, Diet Coke's marketing was weighted toward the first quarter, given its Academy Awards sponsorship and the Heart Truth campaign, which ties in with New York Fashion Week.
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