Diet Coke Gets Brand Makeover In Bid To Attract Millenials

Diet Coke

Coca-Cola Co., facing an industrywide retreat from artificially sweetened sodas, is hoping its biggest Diet Coke makeover ever can win back consumers.

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

Those are Ginger Lime, Twisted Mango, Zesty Blood Orange, and Feisty Cherry.

Because after speaking to more than 10,000 people and spending years exploring all kinds of combinations like tropical, citrus and even botanical notes, we found magic. The taste of the plain Diet Coke will stay the same, the Atlanta company said.

Rafael Acevedo of Coca-Cola North America says the new marketing will be "more authentic" and "a lot more gender neutral and diverse".

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Almost a year ago Coca-Cola revealed a new "one brand" marketing approach to counteract the brand's diluted presence on shelf.

Coca-Cola Zero Sugar, formerly Coke Zero, has unveiled a UK TV campaign showing an elderly man breaking free from his retirement home.

Several other institutional investors have also recently made changes to their positions in COKE. While the original Diet Coke formula has not changed, you now have the option to choose a flavor.

Coke says the new look could help attract new drinkers beyond the product's core consumers. The slimmer 12-ounce cans retain the brand's iconic silver color, offering a simplified color palette focused on silver and red with accents of bold color to represent the new flavors.

"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. "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-energize and strengthen our no-calorie business. We want to build on the success we have had to date reminding people of what makes it so special".

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