Diet Coke Launches 4 New Flavors and a Totally Different Look

Marco Green
January 13, 2018

This year, to continue our focus on encouraging people to try the brand, which has the same great Coke taste with no calories, we have re-developed a fantastic, heart-warming advert.

"We love the essence of Diet Coke and we don't want to throw it away - just modernize it so we can re-express it for a new generation of fans", he added. The new varieties will sell in eight-packs and as on-the-go singles.

As part of the relaunch, Coca-Cola has introduced four new "millenial-inspired" flavours to the Diet Coke portfolio - Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.

Rafael Acevedo, Coca-Cola North America's group director for Diet Coke, told BuzzFeed News that Coca-Cola wanted to "make sure packages are Insta-ready".

Almost a year ago Coca-Cola revealed a new "one brand" marketing approach to counteract the brand's diluted presence on shelf.

Ladenburg Thalmann Financial Services Inc. raised its position in shares of Coca-Cola Bottling Co Consolidated (NASDAQ:COKE) by 72.8% in the third quarter, according to its most recent Form 13F filing with the Securities and Exchange Commission (SEC).

Diet Coke sales have fallen - dropping by 3.5 per cent just past year - as more people switch to other low-calorie drinks, such as flavoured water.

Diet Coke's new sleek cans are the same shape and size of The Coca-Cola Co.'s Dasani Sparkling packaging. "We set out to demonstrate progressive change and innovation with a look that would appeal to a consumer seeking bolder flavors, but without alienating the loyal Diet Coke fan base", he continued.

Coke says the new look could help attract new drinkers beyond the product's core consumers.

Shares of Coca-Cola Bottling Co Consolidated (NASDAQ:COKE) opened at $203.96 on Friday.

The redesigned cans will retain the brand's silver and red colouring, with different coloured accents for each of the new flavours.

Expect a slightly taller, slimmer can with a new design.

Other reports by Click Lancashire

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