ATLANTA — After 35 years, Diet Coke is relaunching in North America with a full brand restage, including a sleek new look, modern design, new campaign and the addition of four new flavors to the Diet Coke family: Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Twisted Mango and Diet Coke Zesty Blood Orange. The new packaging and flavors will hit store shelves beginning in mid-January.
Diet Coke itself is not being reformulated.
“Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” said Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke. “We’re contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences.”
Diet Coke spoke to more than 10,000 people and spent years exploring all kinds of combinations like tropical, citrus and even botanical notes before deciding on Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango flavors.
While Diet Coke Cherry and Diet Coke Lime 12-packs are being replaced in retail stores by Diet Coke Feisty Cherry and Diet Coke Ginger Lime, the original flavors will continue to be available nationwide online.
Two of the new flavors will launch on fountain machines — Twisted Mango and Ginger Lime. Coca-Cola Freestyle will launch Diet Coke Ginger Lime and Diet Coke Ginger Lemon, which will also be available as caffeine-free options. The new flavors will replace the existing Diet Coke Lime and Diet Coke Lemon choices.
Also, the Coca-Cola Freestyle recipe for Diet Coke Ginger Lime is unique to the specialty fountain machine — it’s not meant to taste the same as what is offered in cans.
The new flavors are sweetened with aspartame and acesulfame potassium (ace-K).
The sleek can packaging is one aspect of a completely new visual identity. Standard 12-ounce Diet Coke cans will continue to be available in 12-packs.