Initial Inspirational Photo
This Coke Zero Sugar advertisement is located in the 86th Street subway station. The advertisement targets everyone and wants to emphasize the idea that Coke Zero Sugar has a real Coca Cola flavor, but what’s even better is that it contains zero sugar. Coke Zero Sugar was initially named Coke Zero. However, many misunderstood and thought that Coke Zero is just another version of Coca Cola. Therefore, in 2017 the brand changed its logo, packaging, flavor, and name. The original ad has a plain black background with a Coke Zero Sugar bottle on the right-hand side and a catchy phrase on the left-hand side. On top of that, the display looks eye-catching yet straightforward because of the playful words they used, which shows that they want to focus on the message rather than the design itself. Moreover, font design and color choice are very simple, allowing people to view and read the phrase easily.
Storyboard Sketch
All redesign advertisements are planned to be replaced at the original location and throughout New York subway stations.
All redesign advertisements are done on Illustrator.
Redesign #1
The target audience for the first redesign are athletes or people who exercise regularly. According to my research, many professional athletes drink soda drinks before competing because it makes them feel fresh and boosts their energy during their competition/game. Therefore, I decided to draw an athlete drinking bottled Coke Zero Sugar. I added a sweatband on his wrist to suggest that he is an athlete. Because Coke Zero Sugar contains no sugar, athletes don’t have to worry about being out of shape. The original advertisement plays with words and phrase and has a black background with a white and simple font, and I want to keep those elements on my 3 redesigns. I wrote “What does Coke Zero Sugar taste like? Taste of a winner” and changed the thickness and highlighted ‘Coke Zero Sugar’ and ‘winner’ in red to highlight the importance in that message. I redesigned the logo as well. The original logo is Coca Cola Zero Sugar. However, I thought the name is too long, so I abbreviate it to Coke Zero sugar, capitalizing the word Zero and make the word white instead of black like the word Coke or Sugar.
Redesign #2
The target audience for the second redesign ranges from teenagers to young adults who enjoy the nightlife, parties, or clubbing. I decided not to include any coke bottles in this version because I thought adding a party scene fits better in this case. I used a red disco light picture and lower the opacity so that it does not distract the phrase on top of it. I drew a crowd cheering and dancing in red to suggest that partying with Coke Zero Sugar brings so much joy and energy. The phrase for this redesign is “A party without Coke Zero Sugar is like a party with zero fun.” I wanted to play with the word ‘zero’ and change the boldness of emphasized words. I also put a logo on the top right-hand corner to remind people that this is a Coke Zero Sugar ad.
Redesign #3
The target audience of this third redesign is for any ‘her’ for Valentine’s Day. I believe that women tend to care more about their appearance and body shape. However, with Coke Zero Sugar, women don’t have to worry about gaining weight because it contains no sugar. Therefore, it is a perfect gift for ‘her.’ The phrase for this design is “Coke Zero Sugar for her this Valentine’s. Zero calories, zero worries.” Again, I wanted to underline the word zero by changing the boldness of the words. The drawing on the left-hand side of the ad appears cartoon-like because I thought it fits with the mood for Valentine’s – cute. The drawing shows 2 Coke bottles clinking with a heart on top to show that it is for celebration but also symbolizes kissing. I also added a logo on the bottom right-hand corner.
