Thirsting for millennials’ favor, Diet Coke gets rebranded

The soda giant announces big changes to its diet soda offerings, including new flavors and sleeker cans, in a bid to woo young consumers.

Ragan Insider Premium Content
Ragan Insider Content

The Coca-Cola Co. wants more millennials to drink Diet Coke.

Amid claims that Big Soda is contributing to an obesity epidemic, the beverage company is attempting to change the narrative surrounding its products with an extensive overhaul of one of its key products.

USA Today reported:

As the soda industry continues to take heat from public-health critics, Coca-Cola is launching four new flavors of Diet Coke aimed at Millennials.

The iconic no-calorie drink will come in Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango, the company announced Wednesday.

The new flavors are slated to hit stores shelves nationally on Jan. 22 in a new skinny 12-ounce can.

“Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke, said in a statement. “We’re contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences.”

The company posted the news in its online newsroom, highlighting the extensive process it underwent to research and develop the new flavors.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.