Diet Coke Launches Into 2018 With Full Brand Restage in North America
Diet Coke Launches Into 2018 With Full Brand Restage in North America
After 35 years Diet Coke is launching a brand redesign and introducing four new flavors
13 January, 2018, 06:59
Would a new can design and flavors like "Feisty Cherry" or "Twisted Mango" convince you to drink Diet Coke? A slightly refined typography simultaneously preserves Diet Coke's heritage, yet presents it in a more progressive manner.
Soda sales have fallen as more people switch to low-calorie drinks and flavored fizzy water like La Croix. That's why we're rolling out a modern design and adding new sleek cans - still 12 ounces with that old-school Diet Coke vibe and great taste.
In the redesign announcement posted to Coke's website on Wednesday, Rafael Acevedo, Coca-Cola North America's group director for Diet Coke, lightly acknowledged the issue, and noted that they "believe" they "can continue to re-energize" the brand.
While the original Diet Coke isn't changing, "a bold new look, a fresh attitude" and four new flavours have arrived. The company spent two years on the makeover and tested more than 30 flavors before settling on the four. All new packaging and flavors hit store shelves this month.
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"We cast a very broad flavour net after looking at what millennials are eating and drinking and what food and beverage trends and insights told us", said Melissa Schwartz, senior brand manager for Diet Coke.
The new look also features a dynamic asset Sommerville and his team named the "High Line" - a vertical red band that flows through Diet Coke packaging and into all communications, from outdoor advertising to social media. "We don't have plans to bring the new Diet Coke range to Australia just now but there are plenty of other innovations in the pipeline, so stay tuned".
Together, the new packaging designs and visual identity represent a personality evolution - a brand rejuvenation - for Diet Coke. The brand's new design and flavors will be available first in the United States, followed by Canada in February.
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