US soft drinks giant Coca-Cola is seeking to reinvigorate its Diet Coke brand with a new design and four flavoured varieties.
“Re-launching with a bold new look [and] a fresh attitude”, Diet Coke will now be sold in a silver-colour 12 fl oz “sleek cans” featuring a vertical stripe of colour through the centre.
The four flavours being introduced are Ginger Lime, Twisted Mango, Zesty Blood Orange and Feisty Cherry, identified by green, yellow, orange and purple colour themes respectively.
To support the relaunch, Coca-Cola said it had spoken to over 10,000 consumers across the US to get inputs and ideas to develop the new image and flavours.
“Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach”, commented Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke. “And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation”.
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