Diet Coke to see brand reset

Diet Coke to see brand reset

The Diet Coke Twitter feed has been quiet since last August, when it congratulated Taylor Swift on her upcoming album. The new design also contains a visual fruit, which coincides with its flavor.

The Coca-Cola Company has unveiled a brand rejuvenation for Diet Coke, featuring updated packaging and the introduction of four new flavours.

The company is re-energizing and modernizing Diet Coke for a new generation of drinkers.

On Wednesday, Coca-Cola announced it is rolling out modernised Diet Coke packaging and a new ad campaign as well as quirky new flavours such as Feisty Cherry and Zesty Blood Orange. "We believe that to recruit a new generation, we have to appeal to them, and millennials are 40% multicultural".

The company said it spoke to more than 10,000 people and spent years exploring flavor combinations, including tropical, citrus and botanical notes. According to the company, these classic flavors are not going to be phased out - all the company wants is more variety in their brand. And the company may have had another drink in mind when it mixed up the flavors - LaCroix seltzer, which has attracted exactly the audience Coke is after. So here we are, with mango- and zesty blood orange-flavored Diet Coke.

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However, the other two demonstrate a possible path toward salvation for Diet Coke. Finally, there's Twisted Mango, which, again, seems a little odd, but could work given Diet Coke's crisp taste. The new Diet Coke flavours are sweetened with aspartame and acesulfame potassium (ace-K).

The new cans are expected to hit shelves in mid-January.

As to whether the new look and flavors will help attract new consumers and encourage existing fans to consume more, meanwhile, only time will tell, said Euromonitor's Howard Telford, but some kind of refresh was definitely needed, he said. There's no current plan to launch the makeover in other countries, but the company said other parts of the world are exploring ideas. The new flavors also will come in very brightly colored cans so they can be easily spotted in stores. A slightly refined typography simultaneously preserves Diet Coke's heritage, yet presents it in a more progressive manner.

He adds, "With a brand recast, designers are challenged with determining how far is too far, and how close is not far enough". The new design retains the silver can with red lettering but makes everything vertical with the name written out across a stripe that runs from top to bottom. It's quite telling that, front and centre of communications for the relaunch, Coca-Cola is reassuring consumers that "Diet Coke continues to be available" and "Diet Coke is here to stay". In October, Coca-Cola reported the brand's sales by volume declined in the mid-single digits last quarter.

The company said markets outside the USA and Canada are "exploring future plans for the brand" with several already adopting the Coke's "One Brand" packaging for Diet Coke within the Coca-Cola trademark.

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