Diet Coke | Relaunching a Beverage Icon After 35 Years

2018-01-17 09:39:40 , , , , ,


After 35 years, Diet Coke is relaunching in North America with a full brand restage, including a sleek new look, modern design, new campaign and the addition of four bold, new flavors to the Diet Coke family: Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Twisted Mango and Diet Coke Zesty Blood Orange. The new packaging and flavors will hit store shelves beginning in mid-January. 


The canned and bottled soft drink has the same crisp, iconic taste as launched in 1982, but the Diet Coke you think you know is history. The Coca-Cola Company is re-launching with a bold new look, a fresh attitude and four delicious new flavors, which join the iconic original. The modern design will be seen on new sleek cans – still 12 ounces with that old-school Diet Coke vibe and great taste.


The Coca-Cola Company decided now was a good time to reach a new generation of drinkers—and offer its millions of current fans a new look and more flavors.


“Diet Coke is one of the most iconic brands loved by millions of fans in North America,” said Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke. “Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach. And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation.


“We know Diet Coke has all kinds of fans—from people who have loved its great taste since it launched in 1982 to millennial men and women who are always looking to try new things. We’re modernizing what has made Diet Coke so special for a new generation. 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 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.


Article from Packaging Strategies.


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