Diet Coke just got a full makeover.
On Jan. 10, the company introduced the new generation of Diet Cokes with a taller, slimmer can, still containing 12 ounces of soda, and a complete logo redesign -- a simple red strip -- that looks like a "Coca-Cola red disc that has gone for a walk," as James Sommerville, vice president of Coca-Cola Global Design said in an official press release. Along with a sleek new look are four new flavors: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. The new flavors and original Diet Coke will be sold as individual cans and in eight-packs.
According to Coca-Cola Company, Diet Coke's redesign was inspired by consumer research reflecting younger Americans' attraction to bold flavors such as hoppy craft beers and spicy sauces. Rafael Acevedo, Coca-Cola North America's group director for Diet Coke, said this generation of consumers is "now thirstier than ever" for new experiences, for novelty, essentially. Of the many flavors tested -- including lemon lavender tea, mojito, oro blanco grapefruit -- chili lime and spicy peppermint tea flavors were the strangest combinations.
A new design and bold new flavors are part of Coca-Cola's new campaign to shift its focus toward appealing to a new generation of drinkers, ostensibly millennials, who have turned elsewhere for healthier, aspartame-free sparkling water like Dasani's Sparkling water and LaCroix's Curate line. Interestingly, the new Diet Coke design and shape looks similar to the latter, pictured below.
Business Insider reported that Diet Coke had been struggling to win over health-conscious shoppers who are cutting out sugar from their diets. Despite the much-maligned artificial sweetener, Coca-Cola resisted reformulating its Diet Coke to avoid alienating loyal fans.
Diet Coke purists need not worry about this new makeover, as the company assured fans that the original flavor, shape and logo will still be available in glass bottles, 12-ounce cans, etc.
With new flavors, backed by contemporary design, Diet Coke's new visual identity represents a "brand rejuvenation," that Diet Coke is "continually on the move, with confidence," Somerville added.