Diet Coke Cans Get a Permanent Makeover

Diet Coke cans are about to get 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, and represents the first time that Coke has made a permanent change to Diet Coke’s packaging in over five years.

The new graphics are part of the company’s continuing efforts to align the zero-calorie brand with the fashion community, however, the change in design will only appear on Diet Coke cans, not bottles. 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.

Coke introduced the new cans in a limited trial two years ago, and tested the cans at a number of Target stores. The cola giant found that volume sales of the Diet Coke cans outpaced that of other Target locations in the rest of the country.