Diet Coke Launches Into 2018 With Full Brand Restage in North America

A 2016 report by Beverage Digest, a publication covering non-alcoholic beverages in the United States, showed a 0.8% decline in the overall volume sales for carbonated soft drinks, with Diet Coke sales falling by 4.3%. However, the drinks giant, which is increasingly under fire over the amount of sugar in its drinks, has hatched a new plan to reel in more punters with skinny cans and fruity flavours.

Per Wednesday's release, Diet Coke will debut its new flavors and latest can design in stores this month. Diet Coke will still come in standard 12-ounce cans, as well as other sizes, such as bottles and mini-cans.

"We're modernizing what has made Diet Coke so special for a new generation", Rafael Acevedo, the product's North American group director, said on Coca-Cola's website. "Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach". More importantly, it may give fresh meaning to the decades-old Diet Coke brand, which has lost its former utility as a no-sugar drink since the launch in 2005 of Coke Zero, and more recently the rebranded and reformulated Coke Zero Sugar. Trust us when we say, you haven't tasted anything like this before. Coster also starred in that, although back then the product being promoted was Coca-Cola rather than Coca-Cola Zero Sugar.

The introduction of new flavors to the market, an effort by the company to attract new consumers, follows consumer reports pointing to a decline in volume sales of diet drinks.

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".

Keep an eye on this experiment to see if it goes flat.

What the overhaul has already done, however, is call into question the future of Coca-Cola's "One-Brand" strategy for the Coke family. "We're contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences".

"Instead, Diet Coke is its own distinct brand with a new modern visual identity and sleek new packaging", the spokesperson explained.

Together, the new packaging designs and visual identity represent a personality evolution - a brand rejuvenation - for Diet Coke. Introducing Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange and Diet Coke Twisted Mango into the Diet Coke family.

Vanessa Coleman

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