Diet Coke's New Look for Fall

To celebrate Coca-Cola's 125th anniversary, the company will be releasing a limited-edition can slated to hit stores in early September. Retaining the can’s familiar bare-aluminum background, the new design super-magnifies a segment of the existing logo right where the “D” of Diet rests atop the “k” of Coke.The result is a modish and (for a global brand) even daring design that refuses to reveal the brand’s complete name. The new can is piece of a partnership with fashion and beauty-trend Web magazine StyleCaster.com, which has anointed the new design as one of its “new looks for fall.”

Coca-Cola 2012 Freestyle Campaign

The Coca-Cola Freestyle has been generating buzz, sales boosts and foot traffic since the futuristic machine first launched three years ago. Now, as the next-generation soda fountain reaches a critical mass -- it will be in 80 markets by year's end -- execs are readying Freestyle's first marketing campaign. Coca-Cola is working with ad agency Ogilvy & Mather to develop radio, outdoor and digital creative for the 2012 marketing campaign.

As a part of this marketing effort, Coca-Cola is also looking to develop a new Facebook app and mobile app. These apps would allow consumers to mix up and share favorite Freestyle recipes. These recipes would then be converted to a 2-D barcode which, when scanned, would immediately generate the unique blend.

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Surprising Results from the Pepsi "Summer Time" Campaign

By now most of us in the industry are familiar with Pepsi's recent "Summer Time" campaign. The new spots attempt to attack Coca-Cola head-on by spinning the familiar Coca-Cola characters (Santas and polar bears) into Pepsi hounding fools. From a creative standpoint, the ads fall short. However, some interesting data was recently released suggesting that these new spots have received an impressive social media response. Pepsi's overall share of voice relative to Coke has gone from 25% to 30%" since the spots started airing a little over a month ago (see chart below). The data has also revealed that the "Summer Time" spots have a much higher chance of eliciting a social-media response (primarly on Twitter and Facebook) when they air during certain shows.

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Pepsi has been nicking Coke's social-media share of voice (SOV)

The top 10 shows -- and the worst performers -- for social-media response to "Summer Time is Pepsi Time"