Diet Coke rebrands with 'real (new) thing' to attract millenials

Diet Coke rebrands with 'real (new) thing' to attract millenials

Would a new can design and flavors like "Feisty Cherry" or "Twisted Mango" convince you to drink Diet Coke? Soda sales have fallen as more people switch to low-calorie drinks and flavored fizzy water like La Croix.

Sure, Diet Coke's great, but what if we had it in a bunch of flavours aimed specifially at millennials?

"Speaking after the launch, Rafael Acevedo, Coca-Cola North America's group director, said the overhaul would "[recast] the brand for a new generation", and though the range continues to be sweetened with aspartame and acesulfame potassium, the company will be hoping the wider flavour options entice new consumers in.

"Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach". The new varieties will sell in eight-packs and as on-the-go singles.

"Instead, Diet Coke is its own distinct brand with a new modern visual identity and sleek new packaging", the spokesperson explained.

News headlines about Coca-Cola Bottling Co Consolidated (NASDAQ:COKE) have been trending somewhat positive recently, Accern reports.

That's a sentence someone has presumably not only said, but also acted upon, as Coca-Cola have announced plans to roll out four more options on top of its standard "Diet Coke flavour". The new 12-ounce can, which is noticeably skinnier than its predecessor, will hit US stores later this month.

UEFA Fans' Team Of The Year 2017 Announced
The 4-4-2 formation team has a magnificent backline comprising of Sergio Ramos , Marcelo, Giorgio Chiellini and Dani Alves. Cristiano Ronaldo made his 12 appearance in the team, alongside five other Real Madrid players.

On top of that, there's going to be a new can design, meaning this...

Has Coca-Cola back-flipped on its "one brand" strategy?

"This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognisable core brand visual assets".

Anchored by the brand's iconic silver color, the new look-and-feel has a simplified color palette focused on silver and red with accents of bold color to represent the new flavors.

Sommerville now says the design team have an opportunity to rethink such an iconic brand with the scale and reach of Diet Coke. A robust integrated marketing campaign launching later this month will celebrate the delicious, uplifting taste of Diet Coke and express an unapologetic, emboldened point of view for the brand.

The relaunch is part of the company's plans to focus on low-sugar and low-calorie options, following relaunch of Coke Zero past year, and its recent introduction of Fuze Tea to Europe. "We want to build on the success we have had to date reminding people of what makes it so special".

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

Related Articles