Rosenthal 1

Josh Rosenthal

Mrs. Herschl

Honors Comp 10

9 January 2010

Ad Analysis

Diet Coke is a hugely popular drink in American. It is able to boast all of the flavor of regular

Coke but, with a fraction of the calories and none of the sugar. With the creating of Diet Coke Plus, the

Coca-Cola Company has set out a goal to appeal to the health conscience population in the United

States. The background of this ad is split into two halves: one white and the other blue. In the

foreground, there a traditional Diet Coke can but with an added rainbow colored "plus" as well as a blue

streak below it. Also in the foreground are two lines of text , one above the can, and one below the can.

Through the usage of color, text, and the appearance of the can, Coca-Cola is able to make Diet Coke

Plus an appealing drink.

One way that Coke makes Diet Coke Plus an appealing beverage is through the use of color. The

left half of the ad is a clean white. This pure white color represents the current Diet Coke. It represents

the great taste as well as lack of calories and sugar. On the left side is a bright blue. This bright blue is

representative of a energetic and healthy new path that Diet Coke is making through the creation of Diet

Coke. The color of the can also makes this drink very attractive for drinkers of regular diet coke. The

main color scheme on the can doesn't stray far from the normal Diet Coke can. In addition to the regular

Diet Coke can there is a rainbow "plus" as well as the blue streak below it. The traditional design with

subtle changes represents the same old Diet Coke, but with a brand new exciting and beneficial change.
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Another effective method that Coca-Cola deploys is the use of text. Above the can in grey

lettering the words, "Your Friend" are used to make the customer feel comfortable about this product. It

also instills a sense of familiarity with the product because, it shows how similar this product is to

regular Diet Coke. Next to the grey text are the words, "just got friendlier." in a fresh white. This creates

a feeling of wanting to know more; the customer now wants to know how normal Diet Coke could get

better. That question is answered with the line of text below the can. In grey text are the words "Great

taste". This text shows that this innovative product has the same great taste as Diet Coke. Next to the

grey text, in white lettering, are the words "+ vitamins and minerals". The white text represents the

benefits and improvements that have been added to Diet Coke, thus giving the customer all the more

reason to purchase this item.

The final technique used to make Diet Coke Plus an alluring product is the appearance of the

Diet Coke Plus can. At the center of the ad is a can of the brand new and improved Diet Coke Plus. The

can itself is covered in a layer of condensation. This layer of condensation shows that this can is cold and

refreshing. That aspect makes this ad very appealing to people who are thirsty or simply want to drink

something delicious. The can itself also causes a feeling of familiarity as well as a new twist that makes

the drink more appealing.

Coca-Cola takes a risk in changing from the status quo, which is Diet Coke. The changing of an

already wildly popular drink to a new drink could potentially toss aside a large amount of faithful Diet

Coke drinkers. But with the use of this ad Coca-Cola is able to negate the risk by showing the similarities

between regular Diet Coke as well as highlighting the new beneficial improvements made by Diet Coke

Plus.