As for those fancy new cans, the announcement notes they're "the same shape and size DASANI Sparkling fans know and love", a design choice (we suspect) meant to position Diet Coke as a semi-healthy choice.
Those are Ginger Lime, Twisted Mango, Zesty Blood Orange, and Feisty Cherry.
Asked about this, a Coca-Cola spokesperson told just-drinks that the company is adopting the One Brand plan in the U.S. for regular, Zero and Life but not for Diet Coke because it "has such a large and loyal fan-base". "We don't have plans to bring the new Diet Coke range to Australia just now but there are plenty of other innovations in the pipeline, so stay tuned". The new varieties will sell in eight-packs and as on-the-go singles. Accern also gave news stories about the company an impact score of 44.8287226328273 out of 100, meaning that recent press coverage is somewhat unlikely to have an effect on the company's share price in the near term.
The 125-year-old purveyor of sugary beverages has opted to offset costs and reduce package sizes, rather than alter its famous secret recipe as the Government's sugar tax comes into force later this year. The new 12-ounce can, which is noticeably skinnier than its predecessor, will hit USA stores later this month. "We even hosted a mixology session in Atlanta where we invited fans to ideate, create and taste Diet Coke flavours we were considering".
Left behind, Diet Coke has been searching for an identity, and Coca-Cola will hope the flavour expansion and funky packaging will offer it one in the years ahead.
According to the report, the value for soft drink companies has been on the rise despite the drop-in sales for diet sodas as the companies have tailored their products to meet consumer needs for attractively packaged smaller, healthier portions.
"This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognisable core brand visual assets". A robust integrated marketing campaign launching later this month will celebrate the delicious, uplifting taste of Diet Coke and express an unapologetic, emboldened point of view for the brand. The brand assures that the classic version's formula will remain unchanged. Following the double-digit growth we've seen from Coke Zero Sugar since its introduction last fall and with this full Diet Coke brand relaunch, we believe we can continue to re-energize and strengthen our no-calorie business. "We want to build on the success we have had to date reminding people of what makes it so special".
Diet Coke, known as Coca-Cola light in most global markets, is available in more than 110 countries around the world.