Diet Coke Attempts to Woo Millennials with New Branding and Flavors

Diet Coke Attempts to Woo Millennials with New Branding and Flavors

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Elizabeth Licata
Jan 11, 2018
(Image credit: Coca-Cola)

Diet Coke is going through some huge changes. Coca-Cola just announced that its beloved zero-calorie Coke is getting a massive overhaul that includes a brand-new design, marketing campaign, and four new flavors.

It's surprising to think of Diet Coke getting an image update. Diet Coke always seemed like a constant thing. The soda display at a grocery store is an ever-changing place. One minute you fall in love with a country raspberry sparkling water, and the next thing you know, your favorite has been discontinued and there's a retro case of Hi-C Ecto Coolers on the shelf. But Diet Coke was a classic. It was always there, and it was always the same.

Now, however, Diet Coke is getting a hip new update for 2018. While the company assures customers that classic Diet Coke will still taste the same, they're also rolling out four new flavors: Ginger Lime, Twisted Mango, Zesty Blood Orange, and Feisty Cherry.

The cans are no longer white and red, either. They're brightly colored in green, yellow, purple, and orange, and they're even shaped differently. The new cans still hold 12 ounces just like the old cans, but they're taller and slimmer. In fact, they're shaped very much like the cans in LaCroix's Curate line.

LaCroix and other flavored sparkling waters have been taking over the world lately. But as Business Insider points out, Diet Coke hasn't been doing as well. Diet soda sales in general have dropped 34 percent since 2005, and every year it seems like they fall a little bit more. People have been trying to reduce their sugar intake, but they've also been turning away from diet sodas because of the artificial ingredients. That's part of the reason flavored zero-calorie sparkling waters like LaCroix have been doing so well. People have been choosing them over things like Diet Coke.

Diet Coke still has its stalwarts, though, so Coca-Cola is maintaining the original formula, and adding the four new flavors to try to attract new customers. The company says it's been developing the new flavors for two years, and chose these four out of more than 30 possible new Diet Coke varieties.

The new cans certainly look more modern, and ginger lime, mango, and blood orange are on-trend flavors for 2018.

Do you think you'll try them?

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