As the war on sugary drinks continues in the states and overseas, the soda giant Coca-Cola Co. announced it will be releasing four new flavors under its Diet Coke product line, last Wednesday in a press release. These will join the classic “O.G. Diet Coke” flavor launched in 1982.
The new flavors are Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange, and Diet Coke Twisted Mango, which will hit the shelves sometime in January. These come with the introduction of a modern new look for, now, the five-beverage line.
The design sports a sleek silver can with a solid-colored stripe (or “High Line” as it was named by James Sommerville, VP of Coca-Cola Global Design, and his team). Each “High Line” color represents a different flavor and the shape of the can resembles the same size and shape of DASANI Sparkling cans.
“This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognizable core brand visual assets,” said Sommerville in a release.
This push to find a place in modern times, along with its commitment to cutting sugar by 20 percent in its portfolio of products by 2025, signals Coca-Cola’s attempt to captivate a new adventurous, yet health-conscious, millennial audience looking for bold tastes.
“We’re modernizing what has made Diet Coke so special for a new generation,” said Rafael Acevedo, the group director for Coca-Cola North America’s Diet Coke in the release.
As reported by Foodable in the past, “46.9 percent of millennials were drinking craft beer, 9.2 percent were drinking craft soda and 11.8 percent were still drinking major soda brands” in the last half of 2016.
“The specialty soda segment is one of the primary drivers of Coca-Cola's growth, with the category growing eight percent in 2016,” according to Atlanta Business Chronicle. This fact could have also fueled Coke’s push to add new cane-sugar soda flavors, Georgia Peach and California Raspberry, which will be available in March of this year.
It would be interesting to see if these new flavors attract millennials to the brand or not. Do you think this was a step forward for The Coca-Cola Company?
To learn more about how The Coca-Cola Company chose the new flavors, read “Atlanta Business Chronicle.”