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Coca-Cola has just released a revamped Diet Coke with a different look and four new flavors: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango, while the original Diet Coke recipe remains the same.
Coca-Cola revamped Diet Coke with an unusual look
The new Diet Coke bottle shape is slimmer. This slim structure is reminiscent of Red Bull cans or Starbucks Refreshers. The company says this innovation in taste and style is the result of two years of preparation and surveying over 10,000 Americans.
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The innovation comes as consumers are turning their backs on carbonated drinks. In fact, total soda consumption has been slipping over the past decade. According to a study by Beverage Digest in April 2017, Diet Pepsi’s sales fell 9.2% while Diet Coke’s sales fell 4.3%.
However, representatives from Coca-Cola denied that this innovation is part of a strategy to face general pressure of the industry, but instead, to serve consumers and increase competitiveness. Coca-Cola wants Diet Coke to reach the millennials. “Young consumers are looking for new experiences and impressive flavors. We have to work towards them in order to connect with them,” a Diet Coke North America representative told Adweek. The new shape gives Diet Coke an era breath and gives the brand a more trendy look. The addition of new flavors also stems from millennials looking for different and impressive flavors.
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