Published: Sat, January 13, 2018
Money | By Armando Alvarado

Diet Coke gets biggest makeover ever in bid to restore cachet

Diet Coke gets biggest makeover ever in bid to restore cachet

"Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach".

A Coca-Cola Australia spokesperson told AdNews: "Coca-Cola is the world's largest beverage company so we always have great new flavours coming online".

Coca-Cola North America group director for Diet Coke Rafael Acevedo says it's simply modernising Diet Coke by making the brand more relatable and more authentic.

Speaking to AdNews at the time, Coca-Cola's VP of global design James Sommerville said the brand was being diluted in store and on shelf with the different designs across Coke Zero, Coke Life and Diet Coke.

Diet Coke sales have fallen as more people switch to other low-calorie drinks, such as flavored fizzy water.

Coca-Cola Co., facing an industrywide retreat from artificially sweetened sodas, is hoping its biggest Diet Coke makeover ever can win back consumers. Introducing Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange and Diet Coke Twisted Mango into the Diet Coke family. Coca-Cola is saying that, for now, the Diet Coke overhaul is just for the United States and Canada.

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The company spoke to more than 10,000 people from across the country to get their ideas and inputs on potential flavor extensions, packaging updates and more.

Zero Sugar launched in April 2016, since when it has been largely responsible for the growth of the Coca-Cola portfolio. Diet Coke also will continue to be offered in all existing package sizes, such as standard 12-oz. cans, mini cans, glass bottles and more. 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.

Created in 1982 and famed for its "Diet Coke Break" ad, some may argue why mess with a good thing? The new varieties will sell in eight-packs and as on-the-go singles.

Coke says the new look could help attract new drinkers beyond the product's core consumers. "We want to build on the success we have had to date reminding people of what makes it so special".

The changes will show up in USA stores by the end of the month and in Canada in February. Coca-Cola CEO James Quincey said in July a year ago that the Coke Zero rebrand accelerated global volumes growth for the line from mid-single digits to somewhere in the teens.

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