Coca-Cola kicks off barbeque season with a set of fresh and festive Coke cans. Each is red with the silver silhouette of something summery — sunglasses, a grill, a beach ball — and the logo, either peeking out of the image or interacting with it some other way.
The one at left looks kind of like Diet Coke masquerading as Coca-Cola Classic. (We’ll leave you to make the aspartame-laced-wolf-in-sheep’s-clothing jokes.) But this is infinitely less gauche than the limited-edition Ramadan cans.
Guess the idea behind seasonal or events-oriented packaging is that a brand isn’t impervious to the ebb and flow of culture; like tech darling Google’s changing logo, Coke’s personality adjusts to the times, to current events, to your lifestyle du moment.
Variants at Creativity Online. To show the new cans off (and, yeah, reinforce itself as the one fizzy beverage that goes on summer break with you), Coke’ll be hosting a Quarter-Mile Cookout at Lowe’s Motor Speedway on the 22nd.
