Beginning in two weeks, you can buy Diet Coke in Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.
They will come in a skinnier silver can, reminiscent of Red Bull’s. Also, the company may have had another drink in mind when it mixed up the flavors — LaCroix seltzer, which has attracted exactly the audience Coke is after.
Coke wasn’t shy about which customers it’s targeting.
“Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” said Rafael Acevedo, the group director for Diet Coke in North America. “We’re making the brand more relatable and more authentic.”
Another Diet Coke executive said the company cast a “broad flavor net” after examining what Millennials are eating and drinking, and tested everything from spicy notes to exotic fruits.
The company even released a video of Millennials trying the flavours which you can watch below. (Their most common reaction: “Whoa.”)
Coca-Cola spent two years on the relaunch and says it asked more than 10,000 people for their input.
The company is not changing the classic Diet Coke formula, which will still be available in the traditional, squatter 12-ounce cans.
in general, consumer appetite for pop, both regular and diet, is shrinking. People are turning away from the artificial sweeteners used to flavour diet pops — including the new Diet Coke flavours.
In a note published on Tuesday, the research group Cowen reported that diet soda sales fell 2% in the last three months of 2017. In that period, Diet Coke sales fell by 4% and Diet Pepsi (PEP) by 8% , hence why Diet Coke is rolling out the new cans and flavour, they’re trying to shake things up!