Diet Coke has released six limited edition "design cans" in their latest marketing attempt to tap the "exclusivity" demand of today's consumer. The artsy illustrations were done by some of Ireland's top designers in art, fashion and interior design.
The bright cans feature fun designs including a pink can with polka dots, a funky zebra print and a butterfly pattern. Unfortunately, they're only available in Northern Ireland.
Implications - Diet Coke Brand Manager Alexandra Phelan has stated that, "It's obvious from the results that Northern Ireland's women are embracing and celebrating their style freedom more than ever." She explains that since a person's style is so important, it's only right that they should get to choose a can of Coke that matches their look.
Diet Coke Design Cans
Inspired By Irish Designers
Trend Themes
1. Limited Edition Design Cans - The trend for limited edition design packaging allows for increased consumer engagement and exclusivity.
2. Exclusivity Marketing - The trend towards exclusivity marketing creates a sense of exclusiveness, which can be a strong driver of brand loyalty.
3. Collaboration with Local Designers - Collaborating with local designers can create a unique tie-in to a market or region, generating local excitement and buzz about the product.
Industry Implications
1. Beverage Industry - The beverage industry can take advantage of limited edition design packaging to differentiate their products and create a sense of exclusivity.
2. Marketing Industry - The trend towards exclusivity marketing creates opportunities for marketing firms to help companies develop and execute these campaigns.
3. Design Industry - Collaboration with local designers creates opportunities for the design industry to showcase their talent and provide unique experiences for consumers.