Coca-Cola Co. announced on Jan. 10 that they will be giving their Diet Coke a large makeover for the first time since it was first introduced. Don’t worry, they aren’t reformulating again.
Along with a new look and repackaging to the brand, the company is introducing four new flavors.
“Throughout this relaunch … we wanted to be bold, think differently and be innovative in our approach,” said Rafael Acevedo, the Diet Coke group director for Coca-Cola North America. “And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation.”
Coca-Cola teamed up with a small U.K company, Kenyon Weston, rather than a large international agency to change the Diet Coke packaging. Based out of Huddersfield in north England, Kenyon Weston is only a two-person agency. The name is a combination of the owners’ last names, Matthew Kenyon and Chris Weston.
The VP of Design for Coca-Cola, James Sommerville, said that working with the agency provided a new perspective on the design of the can.
The new Diet Coke branding will come in slim 12 ounce cans which are anchored by the same silver color. As you can see in the image above, the brand logo is featured with bold colors representing each flavor. The vertical band is called the “High Line” and extends all across the packaging.
“We’re modernizing what has made Diet Coke so special for a new generation,” Acevedo said. “The same unapologetic confidence still comes through, and the same great Diet Coke taste people love is here to stay, but we’re making the brand more relatable and more authentic.”
The new flavors have been tested with more than 10,000 people. The testing was focused on what millennials are drinking and eating now. The new flavors were created after two years of research, focus groups, and a mixology session in Atlanta. At the session, Diet Coke fan were allowed to make their own tastes.
The new flavors of Diet Coke include the following:
- Diet Coke regular
- Diet Coke Ginger Lime
- Diet Coke Feisty Cherry
- Diet Coke Zesty Blood Orange
- Diet Coke Twisted Mango
The new flavors are expected to appeal to the younger generation.
“Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” Acevedo said. “We’re contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences.”
The new flavors and packaging are expected to debut in mid-January in the U.S. and in February for Canada. The products will be sold as on-the-go singles as well as in eight-packs. The company’s Diet Coke Cherry and Diet Coke Lime 12 pack options are going to be phased out of retail spaces.