Coca-Cola changes marketing strategy and launches a new design for Diet Coke

Created by Kondiment
on January 16, 2018

Coca-Cola has recently announced that it is changing its design for the Diet Coke, dietary juice line, and is launching a new marketing campaign for soft drinks. At the same time, Coca-Cola launches new Diet Coke flavors, such as Feisty Cherry and Twisted Mango, but it will leave aside the classic Diet Coke.

In recent years, Coca-Cola diet line has suffered, and in 2016 saw a 1.9% drop in sales. Given the situation, in 2018 the giant is preparing massive changes. Coca-Cola said in a press release that it spent two years to develop new flavors and new bottles / cans, testing more than 30 new Diet Coke flavors. Although it is a zero-calorie soft drink, Diet Coke has endeavored to conquer potential customers.

Diet Coke was the poorest line of soft drinks that the company had so far. Americans are increasingly giving up sugar on their diets, which may indicate that they are drinking more and more sugar-free juice. Retailers remain unconvinced about Coca-Cola's artificial ingredients in the zero-calorie soft drink line, Diet Coke.

With the new brand image, Coca-Cola tries to replicate Coca-Cola Zero's success when it relaunched in 2017. In August, Coca-Cola stopped selling Coca-Cola Zero in the United States, replacing the range with a drink using another recipe, with another design and a new name: Coca-Cola Zero Sugar. Following these changes, the UK has also announced a significant increase in sales.

The 4 new Coca-Cola Coke Diet flavors are: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.

Coca-Cola Design has begun its new brand strategy two years ago, before the new flavor line was ready, starting with Diet Coke, known and loved by millions of consumers: "We knew we had to emphasize a new sense of adventure and bring vibration and boldness back to the brand", said Elyse Larouere, one of the designers who dealt with the new Diet Coke line.

The Beverage Company has joined efforts with a design team from the UK to bring the new identity to life: "If a design project is pushed too far from inside, we can finish by talking to ourselves. And if we rely too much on our external partners, things can quickly get out of hand. There is beauty in both knowledge and naivety. "Larouere said on the communication they had with Coca-Cola for the new Coke Diet image.

As you can see, for successful recipes, you must always know which buttons you have to push, but especially which is the door that you have to leave open for creativity. Kondiment has a design department that is at your disposal to discover the solutions that your business needs, so we invite you to contact us for a successful marketing story.

Image Source: Coca-Cola