ATLANTA -- Diet Coke is getting its first significant makeover in its 35-year history, according to Coca-Cola Co. And no, it's not being reformulated.
But the brand will get a new look and four new flavors in a repackaging announced Jan. 10.
“Throughout this relaunch ... we wanted to be bold, think differently and be innovative in our approach," said Rafael Acevedo, group director of Diet Coke for Coca-Cola North America. "And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation.”
The new Diet Coke will come in slim 12-ounce cans, anchored by the iconic silver color. It will feature the brand logo, bold colors to represent each of the five flavors and a vertical band, called the “High Line,” that extends across all packaging.
"We’re modernizing what has made Diet Coke so special for a new generation," Acevedo said. "The same unapologetic confidence still comes through, and the same great Diet Coke taste people love is here to stay, but we’re making the brand more relatable and more authentic."
The new lineup of Diet Coke flavors include:
- Diet Coke regular
- Diet Coke Ginger Lime
- Diet Coke Feisty Cherry
- Diet Coke Zesty Blood Orange
- Diet Coke Twisted Mango
Acevedo said he expects the new drinks to appeal to a younger generation.
“Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” he said. “We’re contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences.”
The new packaging and flavors will debut in mid-January 2018 in 12-ounce cans to be sold as on-the-go singles and in eight-pack options. Meanwhile, Diet Coke Cherry (debuted in 1986) and Diet Coke Lime (debuted in 2004) 12-packs will be phased out of retail stores.
Also on the Coca-Cola Freestyle fountain, the company will launch two new Diet Coke flavors—Diet Coke Ginger Lime and Diet Coke Ginger Lemon—which will also be available as caffeine-free options. The two flavors will replace the existing Diet Coke Lime and Diet Coke Lemon choices.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.