Diet Coke rebrand includes £10m ad spend and two new flavours

Coca-Cola Great Britain will spend £10 million on advertising to promote Diet Coke, as two new flavours join the line in the UK: exotic mango and feisty cherry.

As part of a brand refresh, the first development will see packs across the UK take on a fresh, new look and feel.

Following an extensive design process, Coke said the updated design has been developed specifically for the UK market in mind. With the aim of appealing to both current fans and new drinkers, the iconic silver can will incorporate a larger logo etched into the background.

Coca-Cola decided on the new flavours after extensive consumer testing which saw 30 new flavours tested with more than 10,000 people, and it hopes the new variants “will offer drinkers an unexpected twist on the unique, crisp taste of original Diet Coke”.

From the start of March, a creative campaign called Because I Can will launch, which sees the brand encourage consumers to live their life unapologetically.

As well as a 30-second TV ad, the campaign will also feature bus advertising and digital marketing.

Coca-Cola GB and Ireland managing director Aedamar Howlett said: “2018 promises to be an exciting year for Diet Coke as we continue to evolve and update the brand for both loyal drinkers and a new wave of fans coming into the brand for the first time. 

“We have listened to consumers at every step of the way, from the new design, to new flavours and look, to continue to engage and interact with our customers in exciting ways as our Because I Can campaign rolls out in the coming months.”

Earlier this year, The Coca-Cola Company unveiled a brand rejuvenation for Diet Coke in the US, featuring updated packaging and the introduction of four new flavours: ginger lime, feisty cherry, zesty blood orange, and twisted mango.

A new design in sleek, 12oz cans aims to give Diet Coke a more contemporary feel. A refreshed visual identity, meanwhile, aims to live up to Diet Coke’s new flavours and packaging.