Coca Cola launched a new flavor 'Cherry Vanilla Coke' which obviously means they have to let everybody know about it.

It would be displayed at one of the world's most iconic and instantly recognizable places of all time: 'Times Square' in New York City.

Since we already have a series of neon-style designs, we decided to continue with that series.
THE IDEA

Hundreds of artists have worked for Coca-Cola over the years, and pretty much everything seems to have been done in some way, shape or form. So, to come up with something new and minimalistic is an extremely challenging task.

Since it had to be done in neon-style, it meant the design had to be simple, yet clever. The shape of an ice-cream and the iconic Coke bottle is somewhat the same; both are tall and made for holding while consuming. So if I could make a connection between those two, then adding a cherry on top of the ice-cream was the easy part to make it a compact design. I noticed that the shape of the center of the bottle resembled the top part of the cone. That's how I got the idea and I created those shapes in vector. The actual bottle and can of Cherry Vanilla Coke has a purple strip on the can and bottle which is why I thought of using that color as the background instead of the usual red. This is the launch of a new flavor so displaying a new color on a traditionally red board made even more sense.
THE PROCESS

If you've ever been to Times Square or seen pictures, you know how many billboards there are and how heavy the visuals of each of those billboards are. That's the primary reason Coke always tries to keep it simple by have bold eye-candy iconic visuals with no words. But launching a new flavor and not explicitly mentioning it is a missed opportunity which is why Coke did not proceed with the first one shown below which is only the icons of cherry, vanilla and coke. We decided to add words to it following the campaign and also played around with the typeface and the colors of neon.
APPROVED

Eventually we settled on this version which had the icon of cherry and the words 'Cherry' and 'Coke' in red.

Since the board also has side display panels, we made an alternate version which fit the narrow dimensions.
INSTAGRAMERS

I saw people having fun taking pictures with it so I had to include their happy faces here as well. Cheers!
Credits

Client: Coca-Cola
Agency: KO:OP [In-House Agency at The Coca-Cola Company]
Group Director: Heather Bell
Account Director: Beth Gustafson
Executive Creative Director: Taylor Crawford
Art Director: Dheeraj Govindraju
Production: Giant Ant
Cherry Vanilla Coke
31
3.8k
1
Published:

Cherry Vanilla Coke

Coca Cola launched a new flavor 'Cherry Vanilla Coke' which obviously means they have to let everybody know about it. It would be displayed at on Read More
31
3.8k
1
Published: