However, there is something strangely appealing about the Coke Zero can. Clearly targeting a male audience, the dominant use of black works well, suggesting both an allusion to the sleek shape of an iPod Nano and a tongue-in-cheek nod to the 90s Essex boy - bachelor-style chrome and black.
The can's references to chemistry and science will appeal to the intellectual engineering mindset and suggest subtlety and class that lifts it a bit, but only a bit, above the Diet Coke image. These guys are definitely going for the 'scientific - that must be good then' line of thought with this one, and strangely, it seems to work.
Overall, the design has been infused with an edgy humour and sense of cool, putting it in league with other campaigns that have proved successful with male audiences, such as beer and aftershave brands.
It is a smart move away from Coke's previously 'fluffy' advertising, and with the moody, yet sophisticated design, it should strike a chord among Essex boys everywhere.
Design - Bulletproof Design.
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