Published: Sat, January 13, 2018
Finance | By Loren Pratt

Diet Coke Gets Brand Makeover In Bid To Attract Millenials

Diet Coke Gets Brand Makeover In Bid To Attract Millenials

The sugar-free soda brand is introducing slim 12-ounce cans and has changed the design of its classic label in a bid to boost slumping sales.

The new Diet Coke range will be packaged in taller 12-oz cans, and sold as on-the-go singles and in eight-packs.

If you're looking to venture outside your cola comfort zone, though, they are launching four brand new flavors in tandem with the design, including Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange and Diet Coke Twisted Mango.

The research and development team at Coca-Cola tested over 30 potential new Diet Coke flavors, working with tropical, citrus, and even botanical notes before settling on the four new flavors.

The Atlanta-based company says the taste of the original Diet Coke - which has been repackaged in the new cans - will stay the same.

Rafael Acevedo, Coca-Cola North America's group director for Diet Coke, told BuzzFeed: "We love the essence of Diet Coke and we don't want to throw it away - just modernise it so we can re-express it for a new generation of fans".

The brand's new design and flavors will be available first in the United States, followed by Canada in February.


The company spoke to more than 10,000 people from across the country to get their ideas and inputs on potential flavor extensions, packaging updates and more.

This isn't the only recent change to Coca-Cola's lineup of zero-calorie sodas. This year, to continue our focus on encouraging people to try the drink, which has the same great Coke taste with no calories, we have re-developed a fantastic, heart-warming advert.

"Because every good icon knows that evolution is everything", Diet Coke said in a statement.

Coca-Cola Bottling Co Consolidated (NASDAQ COKE) traded down $1.22 during mid-day trading on Thursday, hitting $203.96.

The company says Diet Coke's new look and flavors were aimed to appeal to millennials.

The new US Diet Coke packaging shift seems to contradict its previous message.

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