Diet Coke launches new era
Evolution includes new flavors, packaging, campaign
After 35 years, Diet Coke, a brand of Atlanta-based The Coca-Cola Co. announced that it is entering a new era.
Diet Coke isn’t changing, but the Diet Coke that consumers think they know is history, according to the company. The Coca-Cola Co. announced that the Diet Coke brand is re-launching with a bold new look, a fresh attitude and four new flavors, which join the original, the company says.
Recognizing the importance of brand evolutions, the company is rolling out a new modern design for the brand and adding new 12-ounce sleet cans.
After speaking to more than 10,000 people and spending years exploring all kinds of combinations like tropical, citrus and even botanical notes, it’s also introducing four new flavors: Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange and Diet Coke Twisted Mango.
According to an article on Coca-Cola’s Journey page, the brand’s innovation process was fueled by consumer research showing the demand for big, refreshing and great-tasting flavors. The new flavors add variety to the brand by complementing the taste of Diet Coke with unexpected flavors, the article states.
The new Diet Coke flavors will be available as single cans and eight-packs of 12-ounce sleek cans. Original Diet Coke will continue to be offered in existing package sizes, the article reports.
The new sleek cans offer consumers a more contemporary feel, while the refreshed visual identity lives up to the new flavors, it adds. The new can designs are based on the brand’s silver color, but featured a simplified color palate focused on silver with accents of bold color that represent the new flavors, the Coca-Cola Journey article reports. Additionally, a slightly refined typography preserves the brand’s heritage, while also offering a more progressive look, it adds.
Finally, the new look includes a new “high line,” a vertical band of color that flows through Diet Coke packaging and into all of the brand’s communications, the Journey article reports.
With its new flavors, look and feel, Diet Coke will be launching an integrated marketing campaign later this month, the article adds.