With an updated look, sleek new packaging, the debut of four bold, new zero-calorie flavours and a new campaign, The Coca-Cola Company has set out to re-energize and modernize Diet Coke to invite a new generation of drinkers to try it – and to offer its millions of current fans a new look and more flavours.
Say goodbye to the Diet Coke can you now know. In an effort to appeal to younger consumers, Diet Coke launched a sleek new design. Whereas the previous can had a busier design with larger text, the redesigned can is more streamlined and simplified. In addition, Diet Coke unveiled four unexpected new flavors: Ginger Lime, Feisty Cherry, Zesty Blood Orange, and Twisted Mango.
"We're modernizing what has made Diet Coke so special for a new generation," Diet Coke group director Rafael Acevedo said in a press statement. "Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side."
Though the original flavor won't be changing, those four new flavors will add variety to the brand and allow Diet Coke to compete with the many sparkling drinks that have become so popular.
The new flavors are set to come in taller cans, and the original flavor will be available in both tall and standard-size cans.
The new visual identity features a refined typeface that is flatter and bolder in color than previously, a simplified core color palette of silver and red, and a vertical colored stripe that is used on cans to differentiate between the five flavors; original, ginger lime, feisty cherry, zesty blood orange and twisted mango. A secondary color palette of green, purple, yellow and orange has been used for these flavors.
The cans are also slimmer and taller than before, and they have been stripped of all background imagery apart from a flat, graphic fruit symbol at the bottom to represent each flavor.
The “sleek” redesign has been led by The Coca Cola Company’s in-house design team headed up by vice president of design James Sommerville, alongside studio Kenyon Weston, which helped to develop the new visual identity.
The Coca-Cola Company says it conducted research with 10,000 consumers in the US to help determine the new flavors, visual identity and can design.
“This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognizable core brand visual assets,” says Sommerville.