Dead can walking?

The new Diet Coke range and design has predictably excited a lot of attention in the marketing press. We were big fans of the old Coke design system: a truly iconic design for one of the world’s greatest brands

And so to say we are puzzled and disappointed with this new look is an understatement. While the old design stripped away everything that Coke didn’t own, all the generic bubbles, the me too colours, the flashes and claims – look what’s back

There are an awful lot of carbonates brands that can do poor line drawings of fruit, try to make themselves look slim and over-extend their range. It’s a shame to see Coke doing this too