From the course: Fundamentals of a Redesign
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Packaging
- Packaging redesign has its own challenges. A mass market product will run several new design options by multiple focus groups and audiences. While most of us aren't redesigning major international brands, it's helpful to look under the hood and see how it happens. Diet Coke wanted to capture the attention and brand loyalty of the younger generation, while still staying true to the brand. They didn't want to alienate the existing audience. The goal was to modernize what made Diet Coke so special for a new generation. It needed the same unapologetic confidence, and be clear that it was the same taste of Diet Coke. Coca-Cola wanted the brand to be more relatable and more authentic. The previous marketing skewed towards women. Now it needed to be more gender neutral and diverse. The new flavors take a cue from younger audiences who have a love of unique flavor combos like hot sauce and craft beer. The new packaging and product use the unique flavor idea for the Diet Coke brand and the…
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