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Diet Coke makes some massive changes, launches four new flavors
14 January 2018, 12:34 | Austin Hogan
Diet Coke gets biggest makeover ever in bid to restore cachet
Asked about this, a Coca-Cola spokesperson told just-drinks that the company is adopting the One Brand plan in the United States for regular, Zero and Life but not for Diet Coke because it "has such a large and loyal fan-base".
While the original Diet Coke isn't changing, "a bold new look, a fresh attitude" and four new flavours have arrived.
"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", Acevedo said in a statement.
"Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach". It racked up an extra £39.3m of value sales a year ago, single-handedly pushing the Coca-Cola brand up 2.5% to £1,133.5m [Nielsen 52 w/e 9 September].
Almost a year ago Coca-Cola revealed a new "one brand" marketing approach to counteract the brand's diluted presence on shelf. With this week's overhaul, Diet Coke appears to have made a break from the pack - at least in the US.
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". All new packaging and flavors hit store shelves this month.
The introduction of new flavors to the market, an effort by the company to attract new consumers, follows consumer reports pointing to a decline in volume sales of diet drinks. A refreshed visual identity, meanwhile, lives up to Diet Coke's new flavors and packaging.
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What the overhaul has already done, however, is call into question the future of Coca-Cola's "One-Brand" strategy for the Coke family.
The redesigned cans will retain the brand's silver and red colouring, with different coloured accents for each of the new flavours.
"With a brand recast, designers are challenged with determining how far is too far, and how close is not far enough", said James Sommerville, vice president of Coca-Cola Global Design.
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. "We want to build on the success of the brand to date, reminding people of what makes it so special". While the low- and no-calorie beverage category has been under pressure, its performance has been improving recently, and Diet Coke remains an incredibly strong brand.
Diet Coke, known as Coca-Cola light in most worldwide markets, is available in more than 110 countries around the world.
The cherry and lime flavors will only be available on Amazon.
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