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Coca Cola has partnered with global creative agency Anthem Worldwide to redesign Diet Coke for the UK & Ireland markets.

Anthem was briefed to 'contemporise' and 'premiumise' Diet Coke, reflecting the craft that's integral to the brand and also drive awareness and relevance for young women without alienating its existing loyal client base. The creative team at Anthem has preserved the brand's recognisable iconography and has put craft at the forefront of the new design.

Mark Lloyd, creative director at Anthem commented: "The Spencerian script is an iconic visual Coca-Cola Master brand asset. It has true brand uniqueness, style and authority. We have used this script as a watermark effect in a tint form to bring depth, layering and most importantly craft to the Diet Coke brand. It's also a powerful mnemonic equity which also supports new flavour communication."

Coca Cola has used the new launch as an opportunity to introduce new flavours into the portfolio including 'Feisty Cherry' and 'Exotic Mango.' The new design will roll out across all formats and collateral in the UK comprising 250ml can, 330ml can, PET bottle, outers and shrinkwraps.