How did you choose the initial image from the #is2b2?
I wanted to pick a big brand that everyone knows, and Coke Zero Sugar stood out to me the most because it is a widely-known drink and the original advertisement looks too simple.
Why did you choose to change it in the three ways you changed it?
I thought the original advertisement lack imagery and colors. For the three redesigns I made, all of them have either big drawings or a very catchy phrase that draws your attention. Although I chose to keep the same background and layout, I made sure I use bold lines and red color to emphasize the words or the drawings. The original design does not have a logo, which I thought was not helpful. Therefore, I designed a logo and added to the corners of the three redesigns.
When you think about your target audience/ audiences – what is one image, impression, color or thought-form that comes to mind?
I imagined myself if I were to be new to Coke was told that it contains no sugar at all. What would be my worries? Because I love playing sports and care about my weight I thought that it would be a great idea if the target audiences are athletes and women in general. I believe all athletes always want to stay in shape. To make sure that drinking Coke Zero Sugar will not affect their body shape as well as giving them energy, I thought I would play with the words like ‘winner’. I also thought that including an image of an athlete drinking Coke Zero Sugar would impact the audience more. The third redesign is targeted for women because women, including myself, are self-conscious about their body image and weight. Moreover, because Valentine’s Day is in February, I thought it would be nice to combine them. Whoever has a ‘her’ should buy Coke Zero Sugar as Valentine’s gift because it is a good gift and ‘her’ would not have to worry about their weight. The second redesign is targetted for teenagers and young adults. I am at the age that parties and one of the parties I attended had Coke as a complimentary drink. I thought it would be interesting to incorporate that idea to the ad. I want to give an impression that Coke Zero Sugar is a good drink for parties because you would enjoy the night more, and even better, it contains zero sugar, so you don’t have to worry about how much you want to drink.
Did you incorporate that image (thought construct) into your work from Bridge 2?
I did question myself and think about the target audience as the starting process. I questioned and reflected on the original ad and the elements that could be a replacement. Moreover, I did background research on the brand itself and find out what are their motives and what do they offer.
What part of this project are you most proud?
I think I am most proud of the phrase I created for all three redesigns. They are catchy and funny in a way.
How did you feel (felt sense & emotional narrative) about showing your work?
I think my designs and intentions are different from other people who also worked on Coke Zero. My designs are focused on bringing the no sugar aspect, and when I looked at the advertisement, I felt assured and want to purchase the product.
How did it feel to have the DAI happen with you present?
I think not a lot of people have a lot of things to comment because the previous presenter also chose to do Coke Zero Sugar. However, some gave feedbacks how they liked the words, and it made them want to buy it, and some suggested that it would be nice if I were to include the Coca Cola logo somewhere on the advertisement. Overall, I think I felt good about it and did receive some points that I could improve on.
What changes would you make to the work if you have to do another iteration?
If I have another chance or have more time to work on the project, I would probably try to make the coke bottles drawing more realistic and detailed. I would probably try to draw the athlete better because I think the athlete looks a bit strange and I don’t know whether it was obvious enough.
If there was something that you could have shared with your viewers to bring additional context or understanding, what would it be?
For the first redesign, I want to include that it contains no sugar and boosts your confidence when you drink it especially if you were to compete in a game/competition. For the second redesign, I want to emphasize that drinking Coke Zero Sugar not only brings you happiness/fun but also contains no sugar so no one should worry about the side effects.
