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Diet Coke unveils new look, 4 new flavors
14 January 2018, 12:30 | Jan Cross
Australia looks on as Diet Coke shakes up cans and flavours in US
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%.
Coca-Cola Co., facing an industrywide retreat from artificially sweetened sodas, is hoping its biggest Diet Coke makeover ever can win back consumers. It racked up an extra £39.3m of value sales past year, single-handedly pushing the Coca-Cola brand up 2.5% to £1,133.5m [Nielsen 52 w/e 9 September]. "We're contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences".
As part of the relaunch, Coca-Cola has introduced four new "millenial-inspired" flavours to the Diet Coke portfolio - Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.
Zero Sugar launched in April 2016, since when it has been largely responsible for the growth of the Coca-Cola portfolio. Whether Coke Zero Sugar actually tastes more like regular Coke - as Coca-Cola insists - is open for discussion. "Diet Coke and its expanded flavor portfolio provide a crisper taste and bolder flavors", he explained. The new varieties will sell in eight-packs and as on-the-go singles. "Other markets around the world are exploring future plans for the brand, or have already adopted "One Brand" packaging for Diet Coke within the Coca-Cola trademark", it said this week. All new packaging and flavors hit store shelves this month. Accern also gave news stories about the company an impact score of 45.1251815829199 out of 100, indicating that recent press coverage is somewhat unlikely to have an impact on the stock's share price in the next several days.
The redesigned cans will retain the brand's silver and red colouring, with different coloured accents for each of the new flavours. A slightly refined typography simultaneously preserves Diet Coke's heritage, yet presents it in a more progressive manner.
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Coke says the new look could help attract new drinkers beyond the product's core consumers.
He adds, "With a brand recast, designers are challenged with determining how far is too far, and how close is not far enough".
The Coca-Cola Company has announced that it is updating its Diet Coke brand, in a bid to appeal to younger consumers.
Sommerville now says the design team have an opportunity to rethink such an iconic brand with the scale and reach of Diet Coke. While the low- and no-calorie beverage category has been under pressure, its performance has been improving recently, and Diet Coke remains an incredibly strong brand.
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