Diet Coke unveils new flavours and marketing

Following its branding overhaul in 2018 to a modern look, slimline cans and new flavours, Diet Coke has introduced another two flavours – Blueberry Acai and Strawberry Guava, along with new content as part of its ‘Because I Can’ campaign.

The revamp had the goal of re-energising and modernising the beloved brand for new drinkers and loyal fans alike.

“We focused on modernising Diet Coke to appeal to a new consumer base while at the same time connecting with our core drinkers by preserving the essence of what makes this brand so special,” said Rafael Acevedo, group director, Diet Coke. “We took smart risks in our approach to this holistic brand restage, and everything worked together to generate excitement and draw new fans to the brand.”

Diet Coke Blueberry Acai and Diet Coke Strawberry Guava were selected from a shortlist of 20 options and tested with more than 2,000 Americans. The new flavors will sit alongside the existing Diet Coke lineup, which includes Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.

“These new flavours are highly incremental to our current flavors and will continue to drive excitement for the brand,” Acevedo said. “Flavour variety is key because it provides more points of entry into the brand. Different consumers have different favourites, so it’s important to offer a range. And we’re finding that when new drinkers try a flavour, they’re also more likely to reach for (original) Diet Coke.”

Both flavours, which hit stores nationwide in mid-January, are available in sleek 12-oz. cans and sold as on-the-go singles and in eight packs.

Fresh new marketing will launch in the coming weeks across all channels – from TV, to social, to experiential – and will extend the “Because I Can” invitation for fans to live life confidently and on their own terms.

“Last year’s campaign introduced Diet Coke’s new personality and philosophy,” said Tara Mathew Sahu, integrated marketing communications (IMC) director, Diet Coke. “As we enter year two, we aim to show how the brand delivers a refreshing boost to everyday moments.

She added, “Many of our newer fans were not even born when Diet Coke first launched in 1982, so they may see the brand as a choice of generations before them. We’re re-framing the brand in a youthful, energetic and aspirational tone and showing how Diet Coke can fit into their lives.”

Acevedo said that while he’s encouraged by the brand’s rebound over the last year, the team has its eye on the long term.

“You don’t re-stage a brand the size of Diet Coke in one quarter or one year,” he added. “This is a multi-year plan, so it’s important to stay focused on our core strategy.”

Related content

Leave a reply

Food and Drink Technology