Diet Coke Gets Brand Makeover In Bid To Attract Millenials

Diet Coke Gets Brand Makeover In Bid To Attract Millenials

The taste of the plain Diet Coke will stay the same, the Atlanta company said.

"We're modernizing what has made Diet Coke so special for a new generation", said Rafael Acevedo, Coca-Cola North America's group director for Diet Coke.

A Coca-Cola Australia spokesperson told AdNews: "Coca-Cola is the world's largest beverage company so we always have great new flavours coming online".

That's a sentence someone has presumably not only said, but also acted upon, as Coca-Cola have announced plans to roll out four more options on top of its standard "Diet Coke flavour". More importantly, it may give fresh meaning to the decades-old Diet Coke brand, which has lost its former utility as a no-sugar drink since the launch in 2005 of Coke Zero, and more recently the rebranded and reformulated Coke Zero Sugar.

Just like CCA's Colour Your Summer push, the new Diet Coke range is targeted squarely at younger consumers - Millennials that appear to be leaving the diet soda category because of fears over artificial sweeteners.

The company says after speaking to 10,000 people and spending years exploring combinations such as tropical, citrus and botanical notes, "it found magic" with the new Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango flavours. Coca-Cola is saying that, for now, the Diet Coke overhaul is just for the U.S. and Canada.

The relaunch is part of the company's plans to focus on low-sugar and low-calorie options, following relaunch of Coke Zero previous year, and its recent introduction of Fuze Tea to Europe.

Diet Coke and the new flavors will be packaged in sleek 12-oz. cans and sold as on-the-go singles and in eight-packs.

What do you think about Diet Coke's new flavors and new look?

In this case we'll have to trust them as it doesn't sound like Australia will be privy to the new products.

Anchored by the brand's iconic silver color, the new look-and-feel has a simplified color palette focused on silver and red with accents of bold color to represent the new flavors.

Diet Coke is having a revamp - and not a moment too soon.

The changes will show up in US stores by the end of the month and in Canada in February. "We're building a portfolio for the future with great-tasting options people want". The brand's new design and flavors will be available first in the United States, followed by Canada in February.