The Coca-Coca Company has launched two new Diet Coke flavours as it looks to continue the growth momentum from its 2018 turnaround of the brand.
Diet Coke blueberry acai and Diet Coke strawberry guava were selected from a shortlist of 20 options and tested with more than 2,000 Americans.
The new variants join the existing Diet Coke line-up, which includes: ginger lime, feisty cherry, zesty blood orange, twisted mango, and original.
Last year’s brand rejuvenation, which included fresh packaging, sparked a turnaround for Diet Coke, which posted retail dollar sales growth in Nielsen measured channels for four consecutive quarters after at least five years of decline.
Rafael Acevedo, group director of Diet Coke, said: “We focused on modernising Diet Coke to appeal to a new consumer base while at the same time connecting with our core drinkers by preserving the essence of what makes this brand so special.
“We took smart risks in our approach to this holistic brand restage, and everything worked together to generate excitement and draw new fans to the brand.”
He added: “These new flavours are highly incremental to our current flavours and will continue to drive excitement for the brand. Flavour variety is key because it provides more points of entry into the brand. Different consumers have different favourites, so it’s important to offer a range. And we’re finding that when new drinkers try a flavour, they’re also more likely to reach for (original) Diet Coke.”
Both flavours are now available in the US in 12oz cans, sold as on-the-go singles and in packs of eight. A nationwide sampling campaign will take place until August, while fresh marketing will launch in the coming weeks.
Tara Mathew Sahu, integrated marketing communications director at Diet Coke, said: “Last year’s campaign introduced Diet Coke’s new personality and philosophy. As we enter year two, we aim to show how the brand delivers a refreshing boost to everyday moments.
She added: “Many of our newer fans were not even born when Diet Coke first launched in 1982, so they may see the brand as a choice of generations before them. We’re reframing the brand in a youthful, energetic and aspirational tone and showing how Diet Coke can fit into their lives.”
© FoodBev Media Ltd 2019