Diet Coke Rebrand, New Varieties

Introducing Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange and Diet Coke Twisted Mango into the Diet Coke family.

Diet Coke sales have fallen as more people switch to other low-calorie drinks, such as flavored fizzy water.

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.

"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".

"That's why we're rolling out a modern design and adding new sleek cans - still 12 ounces with that old-school Diet Coke vibe and great taste". It racked up an extra £39.3m of value sales past year, single-handedly pushing the Coca-Cola brand up 2.5% to £1,133.5m [Nielsen 52 w/e 9 September]. Stanford attributes the decline to the rise in the market of an array of drinks, diversifying choices for the non-alcoholic beverage consumer. Diet Coke also will continue to be offered in all existing package sizes, such as standard 12-oz. cans, mini cans, glass bottles and more.

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According to Coca-Cola, the new products will be introduced to US stores this month and will be in distribution in the global market in February.

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". But what is apparent is that Coke Zero Sugar's bolder brand imaging does a better job of attracting consumers than Diet Coke.

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 brand assures that the classic version's formula will remain unchanged.

Sommerville now says the design team have an opportunity to rethink such an iconic brand with the scale and reach of Diet Coke.

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

"This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognisable core brand visual assets". "We want to build on the success of the brand to date, reminding people of what makes it so special". The brand's new design and flavors will be available first in the United States, followed by Canada in February.

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