The Coca-Cola company has announced the relaunch of its Diet Coke brand, with revised packaging and new flavors.
New Can, New Flavors
After doing market research and speaking to 10,000 people, Coca-Cola came up with packaging and flavors that they hope will resonate with consumers. The flavors of Diet Coke include Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange and Diet Coke Twisted Mango.
“Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach. And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation,” said Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke.
Moving in on Millennials
The relaunch comes at a time of shifting consumer preference in the RTD beverage market. Increasingly, consumers are opting for healthier options such as enhanced waters or teas. This has resulted in an overall drop in soda sales. According to a Fortune article, diet soft drinks dipped by .8% in 2016 and 1.2% in 2015.
“Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” said Acevedo. “We’re contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences.”
To learn more about the recent rebranding, visit www.coca-colacompany.com.
