Diet Coke Launches New Colorful Packaging
2019-04-12 11:51 Friday
Coca-Cola Co. introduced a new sugar-free Diet Cola in a taller, narrower 12-ounce aluminum can.
Since its launch in 2018, the more stylish line of sodas has expanded to two flavors: strawberry guava and blueberry acai. According to Rafael Acevedo, group director of Diet Coke, Coca-Cola North America, the reconfigured aluminum cans, supplied by Ball and Ardagh, are designed to close the gap with younger consumers.
"We wanted to be bold, think differently and innovate in our approach," Acevedo said. "We want to stay true to the essence of Diet Coke while reinventing the brand for a new generation. We are updating our brand and portfolio with stylish packaging and new tastes that appeal to new consumers."
After two years of consumer research and testing, Coca-Cola introduced its first higher-priced canned beverage in the United States. The company surveyed and interviewed more than 10,000 people across the country to explore all possible flavors, packaging formats and designs. James Sommerville, the Vice-President of Coca-Cola Global Design, says the result is a blend of the brand's history and current feel.
"This visual evolution elevates the brand into a more modern space while still using identifiable core brand visual assets as the foundation," he says.
"The cans are connected to each other, and Coca-Cola traditionally has had a vertical red band on all its packaging, known as the 'High Line'," Somerville said.
Kerri Kopp, the group director of Diet Coke, said consumer responded well to the new cans, which appeared to boost sales.
Diet Coke has been very popular since it was relaunched, Kopp said. "After several years of declining sales, the brand's year-to-date sales are even up 5% from the historical trend. More importantly, our brand revenue is growing."