Diet Coke Rebrand, New Varieties


"And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation", Acevedo says.

"Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach".

"We're contemporising the Diet Coke brand and portfolio with sleek packaging and new flavours that are appealing to new audiences".

Owner The Coca-Cola Co will be hoping the announcement in the United States this week of a range of sparkly new flavours will give an artificial sweetener boost to a diet market that has crashed. Diet Coke itself was down 6% in the same period, while PepsiCo's Diet Pepsi suffered even more with an 8% volumes drop.

"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 two-year innovation process was fueled by consumer research pointing to younger Americans' affinity for big, yet refreshing and great-tasting, flavors in their favorite foods and beverages - from hoppy craft beers to spicy sauces. Ultimately, Diet Coke landed on four flavors that received the most positive consumer responses. They'll include Ginger Lime, Feisty Cherry, Zesty Blood Orange, and Twisted Mango.

Zero Sugar launched in April 2016, since when it has been largely responsible for the growth of the Coca-Cola portfolio.

Nicolas Coster stars as Mr Hadley and heads up the first of a series of uplifting ads from the "First Taste" campaign, urging people to give Coca-Cola Zero Sugar a try.

"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". "Other markets around the world are exploring future plans for the brand, or have already adopted "One Brand" packaging for Diet Coke within the Coca-Cola trademark", it said this week. The new 12-ounce can, which is noticeably skinnier than its predecessor, will hit USA stores later this month.

Left behind, Diet Coke has been searching for an identity, and Coca-Cola will hope the flavour expansion and funky packaging will offer it one in the years ahead.

Has Coca-Cola back-flipped on its "one brand" strategy? A slightly refined typography simultaneously preserves Diet Coke's heritage, yet presents it in a more progressive manner. But what is apparent is that Coke Zero Sugar's bolder brand imaging does a better job of attracting consumers than Diet Coke.

Sommerville now says the design team have an opportunity to rethink such an iconic brand with the scale and reach of Diet Coke. The brand assures that the classic version's formula will remain unchanged.