The Coca-Cola Co. announced a massive makeover to its Diet Coke brand, adding a slew of new flavors and a sleek new design, while also slashing some old favorites from its lineup.
The new flavors — feisty cherry, ginger lime, twisted mango and zesty blood orange — and the original Diet Coke flavor will be packaged in tall, thin cans that have a distinct stripe to identify their respective flavors, according to BuzzFeed News.
Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke, told BuzzFeed that Diet Coke hopes to appeal to millennials with the new brand.
"We love the essence of Diet Coke and we don’t want to throw it away — just modernize it so we can re-express it for a new generation of fans," Acevedo said in a statement.
“We know Diet Coke has all kinds of fans – from people who have loved its great taste since it launched in 1982 to millennial men and women who are always looking to try new things. We’re modernizing what has made Diet Coke so special for a new generation," he added. "The same ... great Diet Coke taste people love is here to stay, but we’re making the brand more relatable and more authentic.”
The cherry and lime flavors will only be available on Amazon.
Diet Coke's makeover comes as the drink experienced a 34 percent drop in sales since 2005, according to Business Insider. The drink saw a 1.9 percent drop last year alone.
According to Uproxx, the Coke brand is making a play for LaCroix’s audience.
“Coke obviously would like a piece of the LaCroix game, but whether it can grab it is another question. Maybe they can start by explaining what makes their cherries so feisty.”8 comments on this story
LaCroix is a popular drink that’s swept the nation over the past few months. The Wisconsin-based drink even appeared on “The Tonight Show” with Jimmy Fallon, according to the Deseret News.
The drink sits well with millennials, too, since it avoids traditional marketing and has marketable, multi-colored labels, Business Insider reported.
"With millennials these days, it's all about authenticity and discovery, and they are suspicious of mainstream advertising messages," Duane Stanford, the editor of the industry publication Beverage Digest, told Business Insider.