It looks now like Diet Coke is going its own way. It's here to stay.
With the new brand revamp, the company hopes to manage the best of both worlds - avoiding the fury of loyalists while making some necessary changes to finally grow Diet Coke's sales. "Twisted mango", "zesty blood orange", "feisty cherry" and "ginger lime" Diet Coke, as well as the classic Diet Coke flavor, will come in slim, candy-colored cans rather than the classic silver cylinder that's been a marker of the brand for years. We want you to take that first sip and go: "'Dang, cherry and lime, you're all grown up!,'" the Diet Cokewebsite says, calling the newcomers "bolder" and "a tasty twist on old favorites". "We're contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences". "We believe that to recruit a new generation, we have to appeal to them, and millennials are 40% multicultural".
The original Diet Coke's recipe is not being changed - it will still exist alongside the new, fruity flavours.
Diet Coke's new look comes as it suffered a blow to its sales previous year, where off-trade sales - those in grocery stores, supermarkets and retailers rather than in bars or restaurants - fell by 0.6% to £420.2 million in the United Kingdom in 2017, according to Marketing Week. And presumably the blood orange flavor is "zesty" and etc. etc. They aim to satisfy adventurous fans' thirst for bolder tastes and more dynamic and uplifting experiences.
Another Diet Coke executive said the company cast a "broad flavor net" after examining what Millennials are eating and drinking, and tested everything from spicy notes to exotic fruits. "Diet Coke and Coke Zero Sugar are two delicious, no-calorie sparkling choices - it's just a matter of personal preference". Finally, there's Twisted Mango, which, again, seems a little unusual, but could work given Diet Coke's crisp taste.
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The initial announcement only applies to Diet Coke in the USA but the company has suggested that the changes could cross the Atlantic very soon. The company gave its cans a brand new makeover with a taller, thinner, and [in our opinion] easier-to-hold can! A slightly refined typography preserves the brand's heritage. 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. The original taste and bottle/can designs you've grown to love will still be available for sale, too.
Coke has been paying special attention to its low- and zero-calorie drinks. But shoppers remain suspicious of Diet Coke's use of artificial ingredients.
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