Finance

Diet Coke Gets Four New Flavors and Whole New Can Design

Diet Coke Gets Four New Flavors and Whole New Can Design

Coca-Cola is launching a new advert for its Coca-Cola Zero Sugar brand which features Mr Hadley, the character portrayed in the original advert when the product was first launched in the United Kingdom in 2006.

"We're modernizing what has made Diet Coke so special for a new generation", said Rafael Acevedo, Coca-Cola North America's group director for Diet Coke. This year, to continue our focus on encouraging people to try the drink, which has the same great Coke taste with no calories, we have re-developed a fantastic, heart-warming advert. "Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side".

"We set out to demonstrate progressive change and innovation with a look that would appeal to a consumer seeking bolder flavours, but without alienating the loyal Diet Coke fan base".

According to a company-generated story on Coca-Cola Journey, the company got the opinions of 10,000 Diet Coke drinkers across the nation in order to help develop the winning flavors. Diet Coke itself was down 6% in the same period, while PepsiCo's Diet Pepsi suffered even more with an 8% volumes drop. But what is apparent is that Coke Zero Sugar's bolder brand imaging does a better job of attracting consumers than Diet Coke. In shape and design, it is not a million miles from Australian bottler Coca-Cola Amatil's Colour your Summer reinvention of Coca-Cola in 2015.

"Instead, Diet Coke is its own distinct brand with a new modern visual identity and sleek new packaging", the spokesperson explained. The new flavors will be packaged in skinny cans reminiscent of Red Bulls.

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In this case we'll have to trust them as it doesn't sound like Australia will be privy to the new products. All new packaging and flavors hit store shelves this month.

Left behind, Diet Coke has been searching for an identity, and Coca-Cola will hope the flavour expansion and funky packaging will offer it one in the years ahead.

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

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".

People who love Diet Coke tend to really, really, REALLY love it.