The idea needed to extend across a number of packaging SKUs released in the US, including 6 can designs and 6 fridgepacks, with a new design appearing every two to three weeks.

We used a bold graphic approach for the visual system, which extended across packaging and merchandising. The silhouettes combined with the striped graphic create a patriotic statement in support of the American Olympic teams, as well as a sense of motion relevant to the athleticism of the event. An additional poster design commemorates the London Olympic Games.

Designs also extended across larger can packs, bottle labels, and mini cans and appeared on in-store displays, premiums and select TV spots.