On-trend bold botanical, fruit and spice flavors like mango, lime, ginger and blood orange, are the key components of new-look Diet Coke as the iconic brand goes through a transformation which also includes sleek new packaging.
The two-year process to develop the quartet of new Diet Cokes included more than 10,000 interviews and narrowing down the choices from 30-plus flavors, according to Coca-Cola.
Coca-Cola announced Wednesday it is changing Diet Coke's design and rolling out a new marketing campaign for the beverage. "It visualises how the Diet Coke brand, the innovation - and the consumers who love Diet Coke - are continually on the move, with confidence".
The vertical bands on the Diet Coke packaging flow into all communications, from outdoor advertising to social media to a "meet us" tour.
As the Coca-Cola Company reported in its latest quarterly earning report, the brand saw a "mid single-digit decline in Diet Coke".
Fans of Diet Coke's existing cherry and lime flavors can still find them for sale online, according to the company.More news: Q4 2017 EPS Estimates for Bill Barrett Co. Raised by Analyst (BBG)
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"It appears Diet Coke is going after the sparkling water craze". Do you think you'd buy these new flavors on a regular basis, or are you looking into cutting carbonated drinks from your diet completely?
For the last few years, Diet Coke has been the weakest link in the company's cola lineup. More interesting news about The Coca-Cola Company (NYSE:KO) were released by: Seekingalpha.com and their article: "The Coca-Cola (KO) Q3 2017 Results - Earnings Call Transcript" published on October 25, 2017 as well as Investorplace.com's news article titled: "For Investors, the Coca-Cola Co Stock Is No Longer It" with publication date: October 27, 2017.
Clearly it needs an injection of fresh impetus - but if this rebranding strategy doesn't come off for Diet Coke, then you have to seriously question what's next for the brand.
"This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognisable core brand visual assets". The brand is also featuring new Gifs on its Twitter channel and pointing consumers to an all-new website (which, among other things, offers a FAQ section, and a preview of the US cities on the schedule for an upcoming Diet Coke tour).
"The "High Line" is a Coca-Cola red disc that has gone for a walk", Sommerville explains. In the United Kingdom, where the Coke Zero Sugar rollout began in 2016, growth continues in the double-digits. The brand assures that the classic version's formula will remain unchanged. "We're building a portfolio for the future with great-tasting options people want". Part of this "recasting" is the sleek, 12-ounce can and updated design that will be reflected on all flavors once they are available nationwide mid-January.