Diet Coke has announced the biggest product and marketing overhaul in its history. After 36 years, the company has launched a redesigned logo and is bringing out four new flavours: twisted mango, feisty cherry, zesty blood orange and ginger lime. The fizzy drink company will also be introducing, what the company is calling “new sleek cans,” which will be tall and thin alongside the traditional shorter, fatter 12-ounce cans. The makeover will be accompanied by an ad campaign by Anomaly with the punchline “because I can”, which seeks to inject the brand with a new, confident energy. The ads, starting at the end of January 2018, will feature celebrities like Indian-American actor Karan Soni who is best known for playing a supportive role in Deadpool. Rafael Accedo, Coca-Cola North America’s group director for Diet Coke, has called the new marketing “more authentic” as well as being “more gender neutral and diverse.”
The changes come about after years of falling sales. Although the fizzy drink still dominates the zero-calorie soda drinks category, Diet Coke’s dollar sales fell by 3.7% in 2017. Diet Coke have been working on the rebrand for the past two years, putting together focus groups and testing 20 potential flavours. In its press release, the company states that “after speaking to more than 10,000 people and spending years exploring all kinds of combination like tropical, citrus and even botanical notes, we found magic.”
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