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Diet Coke Gets Brand Makeover In Bid To Attract Millenials

Published on Jan 12 2018 1:00 PM in A-Brands tagged: Coca-Cola / Packaging Design / diet coke

Diet Coke Gets Brand Makeover In Bid To Attract Millenials

The Coca-Cola Company has announced that it is updating its Diet Coke brand, in a bid to appeal to younger consumers.

The company has unveiled a new design for the low-sugar drinks brand in the US market, and introduced four new flavours.

"Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach," said Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke.

“We’re contemporising the Diet Coke brand and portfolio with sleek packaging and new flavours that are appealing to new audiences.”

The relaunch is part of the company's plans to focus on low-sugar and low-calorie options, following relaunch of Coke Zero last year, and its recent introduction of Fuze Tea to Europe.

"Following the double-digit growth we’ve seen from Coke Zero Sugar since its introduction last fall and with this full Diet Coke brand relaunch, we believe we can continue to re-energise and strengthen our no-calorie business," added Acevedo.

"We’re building a portfolio for the future with great-tasting options people want.”

New Flavours

As part of the relaunch, Coca-Cola has introduced four new 'millenial-inspired' flavours to the Diet Coke portfolio - Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.

These varieties were developed after two years of innovation and consumer research, speaking to over 10,000 people across the country.

“We cast a very broad flavour net after looking at what millennials are eating and drinking and what food and beverage trends and insights told us,” said Melissa Schwartz, senior brand manager for Diet Coke.

“We tried everything from spicy notes to exotic superfruits from around the world. We even hosted a mixology session in Atlanta where we invited fans to ideate, create and taste Diet Coke flavours we were considering.”

In spite of these new changes, Coca-Cola says that the recipe for its classic Diet Coke has not been reformulated.

Packaging Concept

The new Diet Coke range will be packaged in taller 12-oz cans, and sold as on-the-go singles and in eight-packs.

The redesigned cans will retain the brand's silver and red colouring, with different coloured accents for each of the new flavours.

Diet Coke will also continue to be offered in its existing package sizes, including standard 12-oz cans, mini cans, and glass and plastic bottles.

“With a brand recast, designers are challenged with determining how far is too far, and how close is not far enough," said James Sommerville, vice president of Coca-Cola Global Design.

"We set out to demonstrate progressive change and innovation with a look that would appeal to a consumer seeking bolder flavours, but without alienating the loyal Diet Coke fan base.”

The brand’s new design and flavours will be available first in the United States later this month, followed by Canada in February.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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