Entrant: Turner Duckworth: London & San Francisco
Country: USA
Category: Non-Alcoholic Beverage
Description: For the last three years, Diet Coke has teamed up with The Heart Truth campaign in an effort to raise awareness about heart disease through The Heart Truth Program. The Heart Truth is a national program created by the National Heart, Lung and Blood Institute that raises awareness about women’s risk of heart disease and encourages women to take action against those risks. For the third year, Diet Coke wanted to reinvigorate the campaign with a new look and feel throughout the program that would stand out with consumers. The visual language from the package was intended to be the common thread throughout all elements of the campaign from TV to print to digital to in-store messaging. The client challenged us with creating packaging that communicated Diet Coke’s support of heart-healthy lifestyles. While The Red Dress® logo needed to appear on the packaging, the designs needed to have shelf impact to reach our consumer and communicate the need for us all to take care of our hearts.
