Diet Coke Rebrand, New Varieties


Coca-Cola Co. said Wednesday that it's making its 12-ounce Diet Coke can taller and slimmer, updating the logo and offering the 35-year-old drink in four new flavors: mango, cherry, ginger lime and blood orange.

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

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

Citing millennials as the inspiration for the change, Rafael Acevedo, the group director for Diet Coke in North America, explained that "Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach".

Mark Marino, a contributing writer at People, tried all four flavors, which Coca-Cola says it spent two years working on and had over 10,000 people taste. "We don't have plans to bring the new Diet Coke range to Australia just now but there are plenty of other innovations in the pipeline, so stay tuned".

"Because every good icon knows that evolution is everything", Diet Coke said in a statement.

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According to Acevedo, Diet Coke and its new flavors complement the brand's Coca-Cola Zero Sugar.

While they'll be sold in Canada and the "sleek" 12-oz. cans - as singles and in eight-packs - the original Diet Coke will continue to be available in all of its current sizes.

Shares of Coca-Cola Bottling Co Consolidated (NASDAQ:COKE) opened at $203.96 on Friday.

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

Keeping 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. "We want to build on the success we have had to date reminding people of what makes it so special".

"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.