Diet Coke Launches Into 2018 With Full Brand Revamp

Posted On: 1/11/2018

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ATLANTA -- After 35 years, Coca-Cola Co. is modernizing Diet Coke for a new generation of drinkers, with sleek new packaging, the debut of four flavors and a new advertising campaign.

The refreshed Diet Coke look is anchored by the iconic silver color and features a sharper logo, bold colors to represent each flavor and a sleek vertical band, called the "High Line," that extends across all packaging.  
Additionally, Diet Coke is now available in four new flavored varieties: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango, which complement the brand's signature cola flavor.  

Beginning in mid-January in the U.S., the new Diet Coke family of beverages, including Diet Coke and the four new flavors, will roll out in contemporary, slender 12-fl.oz.  cans.

Diet Coke also will continue to be offered in all existing package sizes, including standard 12-fl.oz. cans, mini cans and glass bottles. Diet Coke and its new flavors will continue to complement the brand's no-calorie cousin, Coca-Cola Zero Sugar.

Coca-Cola said the two-year innovation process was fueled by consumer research pointing to younger Americans' affinity for big, refreshing flavors in their favorite foods and beverages – from hoppy craft beers to spicy sauces.

The beverage giant said it spoke with more than 10,000 people from across the country to get their ideas on potential flavor extensions and packaging updates.

An integrated marketing campaign launching later this month will celebrate the uplifting taste of Diet Coke and express an "unapologetic, emboldened point of view for the brand."

 "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," said Rafael Acevedo, Coca-Cola North America's group director for Diet Coke. "Following the double-digit growth we've seen from Coke Zero Sugar since its introduction last fall and with this full Diet Coke brand relaunch, we believe we can continue to re-energize and strengthen our no-calorie business. We're building a portfolio for the future with great-tasting options people want."

Diet Coke, known as Coca-Cola Light in most international markets, is available in more than 110 countries. The brand's new design and flavors will be available first in the United States, followed by Canada in February.