Cherry Coke - Chill
Prepped for launch after overwhelming results in consumer research and worldwide focus groups, this design was removed from production by chief executive decision. It’s one of the greatest disappointments of my career.
That said, this is also the watershed project of my career. Khalil Younes, then Brand Manager Cherry Coke, introduced me to the value of immersing into the target consumer’s world before design begins. This approach reveals emotional connections that will allow a brand to stand out in a cluttered world of sameness. The results can create a distinctive magnetism that surpasses ordinary products.
Over the years Cherry Coke’s identity had skewed retro and preteen. The objective was to globally reposition as the irreverent, rogue cola brand for teens. I’d love to have seen this raw approach hit the shelves.