DIAMOND PENTAWARD 2012

Best of the Show 2012

Brand: Diet Coke Crop Packaging

Entrant: Turner Duckworth: London & San Francisco

Country: USA

www.turnerduckworth.com

Perfection is achieved, not when there is nothing more to add, but when there is nothing to remove, said St-Exupéry. Less is more, said Mies van der Rohe … Nothing better than these two quotes to praise the Diamond Pentaward 2012.

Diet Coke is the No. 2 soft drinks brand in the USA. And leaders need to be innovative. Coca-Cola commissioned the redesign of Diet Coke to the Turner Duckworth agency. The bold result revolves around the letters D and K, the key elements of the brand. The tight framing and original logo gives a graphic identity that is also very successfully used on the point of sale (POS) equipment and in advertising.

First introduced as a limited edition in late 2011, the design of the can, the overpacks and the various forms of advertising and brand presence has been so popular with consumers that, since 1 September 2012, Coca-Cola decided to use this remarkable design permanently.

The international jury of Pentawards did not make a mistake nominating Diet Coke as “Diamond Pentawards 2012″ in its vote last June!

In addition to the trophy Pentaward Diamond, Turner Duckworth received Esko Suite 10 software worth € 5,000, an amazing and most efficient software for design and visualization, specially created for packaging.