Diet Coke Rebrand, New Varieties

14 January, 2018, 13:05 | Author: Terri Saunders
  • Diet Coke gets biggest makeover ever in bid to restore cachet

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.

The new flavors - feisty cherry, ginger lime, twisted mango and zesty blood orange - and the original Diet Coke flavor will be packaged in tall, thin cans that have a distinct stripe to identify their respective flavors, according to BuzzFeed News.

Coca-Cola Classic contains 10.6g of sugar per 100ml. "Diet Coke and Coke Zero Sugar are two delicious, no-calorie sparkling choices - it's just a matter of personal preference". 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. All new packaging and flavors hit store shelves this month.

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".

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.

Has Coca-Cola back-flipped on its "one brand" strategy?

"With a brand recast, designers are challenged with determining how far is too far, and how close is not far enough", said James Sommerville, vice president of Coca-Cola Global Design.

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The new design will feature the brand's iconic silver color accented with red and will include bold color palettes representing the new flavors. A slightly refined typography simultaneously preserves Diet Coke's heritage, yet presents it in a more progressive manner.

Coke says the new look could help attract new drinkers beyond the product's core consumers. "It visualizes how the Diet Coke brand, the innovation - and the consumers who love Diet Coke - are continually on the move, with confidence".

In a statement, the company said the re-brand will target consumers interested in trying new things, besides retaining the loyal diet coke consumer.

As the Coca-Cola Company reported in its latest quarterly earning report, the brand saw a "mid single-digit decline in Diet Coke".

The relaunch is part of the company's plans to focus on low-sugar and low-calorie options, following relaunch of Coke Zero a year ago, and its recent introduction of Fuze Tea to Europe. "We want to build on the success of the brand to date, reminding people of what makes it so special".

Diet Coke, known as Coca-Cola light in most worldwide markets, is available in more than 110 countries around the world.

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