Food Coca-Cola rebrands Diet Coke for millennials, but what’s in the can may be the problem

17:26  12 january  2018
17:26  12 january  2018 Source:   MarketWatch

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Coca - Cola rebrands Diet Coke for millennials , but what ’ s in the can may be the problem . Coca - Cola is launching a Diet Coke rebrand in January to appeal to millennial consumers.

Coca - Cola rebrands Diet Coke for millennials , but what ’ s in the can may be the problem . Diet Coke loyalists made it nearly impossible to fix the struggling brand — here's why Coca - Cola is making massive changes anyway.

(Via CBS News)

Coca-Cola Co. said Wednesday that it’s launching new branding and new flavors for Diet Coke in January to appeal to millennials, but marketing experts say that’s only step one towards capturing younger consumers.

The beverage giant said Diet Coke isn’t being reformulated, but is “re-energizing” for a different consumer demographic.

“We’re modernizing what has made Diet Coke so special for a new generation,” said Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke, in a statement.

Why and How I Spike My Own Seltzer

  Why and How I Spike My Own Seltzer <p>I got a seltzer maker as a gift and now I pound room-temperature fizz like it's my job.</p>I haven't drunk a Diet Coke for about a decade, but don't worry—I got my fill. Two to four liters a day for years and years, and plain old Coca Cola before that. Then I got a seltzer maker as a gift and now I pound room-temperature fizz like it's my job. (Which it is sometimes.) The bubbles scratch whatever itch the colas had threaded through my system over the years, and I'm good. Maybe a little bored sometimes, but good.

Coca - Cola rebrands Diet Coke for millennials , but what ’ s in the can may be the problem . What ’ s Happening to Diet Coke ®? Diet Coke — the same crisp, iconic taste launched in 1982 O.G. Diet Coke — isn’t changing.

Coca - Cola rebrands Diet Coke for millennials , but what ’ s in the can may be the problem . What ’ s Happening to Diet Coke ®? Diet Coke — the same crisp, iconic taste launched in 1982 O.G. Diet Coke — isn’t changing.

The four new flavors are: Ginger Lime, Fiesty Cherry, Zesty Blood Orange and Twisted Mango. There will also be a marketing campaign launching this month. And, while the old packaging will still be available, Diet Coke will also have a new look available that the company calls “sleek.”

Can boxed water compete against bottled water? Water companies are turning to environmentally-friendly packaging - and sales have doubled in the last two years.

“We set out to demonstrate progressive change and innovation with a look that would appeal to a consumer seeking bolder flavors, but without alienating the loyal Diet Coke fan base,” said James Sommerville, vice president of Coca-Cola (KO) global design, in a statement.

Soda consumption has declined as health and wellness concerns have grown and consumers seek beverages with less sugar and others increasingly avoid sugar substitutes. More than half of U.S. adults and teens are trying to get less sugar in their diet, according to an NPD Group report from September 2017. Shoppers are separating sugary foods into healthy and indulgent categories.

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  There's a bunch of hidden Easter eggs on Coca-Cola's new cans Companies have a history of sneaking secret stuff into their logos and packaging. The new winter-themed Coca-Cola cans are the latest example. The can design features a group of polar bears. As sunkist268 noticed on Reddit, their eyes are bottle caps while the glares on their noses are little bottles.Take a look:Here are the bottle cap eyes. © Provided by Business Insider Inc coca cola can bottle caps skitched And here's the bottle shape on the nose. © Provided by Business Insider Inc coca cola can bottle skitched There's a neat talking point for your next holiday party.

Coca - Cola rebrands Diet Coke for millennials , but what ’ s in the can may be the problem . Coca - Cola is launching a Diet Coke rebrand in Coca - Cola launches Diet Coke 'brand rejuvenation,' adds four new 'bold' flavors. The Coca - Cola Co. (KO) is taking its diet brand in a different direction.

Coca - Cola rebrands Diet Coke for millennials , but what ’ s in the can may be the problem . Coca - Cola is launching a Diet Coke rebrand in Coca - Cola launches Diet Coke 'brand rejuvenation,' adds four new 'bold' flavors. The Coca - Cola Co. (KO) is taking its diet brand in a different direction.

a row of books: Diet Coke will have a fresh look and new marketing beginning this month.© Provided by Dow Jones & Company, Inc. Diet Coke will have a fresh look and new marketing beginning this month.

“Consumers are more likely to cut back on cola drinks than fruit juices because they feel that juice has more nutritional benefits and the sugar is naturally occurring,” NPD wrote.

Millennials are also highly informed consumers, with access to data at their fingertips through mobile devices and other technology. Keenan Beasley, co-founder of marketing agency BLKBOX, thinks this Diet Coke rebranding is a step in the right direction, but simply a first step.

“Sugary, carbonated or artificially flavored beverages are struggling with this group,” Beasley said. So while new packaging will make shoppers stop and take a second look, it’s what’s inside the can that will give millennials pause.

“They’ve prioritized ‘Coke’ on their packaging, which is where there’s still some negative connotation,” with consumers moving away from sodas, he said. “Yes, you maintain your brand equity, but that might be what’s hurting you a bit.”

A 12 Diet Cokes-a-day habit like Trump's is worth changing

  A 12 Diet Cokes-a-day habit like Trump's is worth changing Drinking artificially sweetened beverages linked to an increased risk of type 2 diabetes, hypertension, stroke and dementia, studies have found.So, what happens to those who drink a dozen cans daily of the caramel-colored elixir, which contains a blend of the sweetener aspartame and artificial and natural flavors, among other ingredients?

Coca - Cola rebrands Diet Coke for millennials , but what ’ s in the can may be the problem . Coca - Cola is launching a Diet Coke rebrand in Coca - Cola launches Diet Coke 'brand rejuvenation,' adds four new 'bold' flavors. The Coca - Cola Co. (KO) is taking its diet brand in a different direction.

Coca - Cola rebrands Diet Coke for millennials , but what ’ s in the can may be the problem . Coca - Cola is launching a Diet Coke rebrand in Coca - Cola launches Diet Coke 'brand rejuvenation,' adds four new 'bold' flavors. The Coca - Cola Co. (KO) is taking its diet brand in a different direction.

Coca-Cola has focused on the sugar content in their products, looking at ways to change their formulas to lower the amount of sugar included.

“We’re also making our low- and no-sugar drinks more visible and easier to find, while adding vitamins, minerals, electrolytes and more sophisticated flavors to many of our most popular drinks,” the company wrote in a February 2017 post on its website.

Beasley thinks that addressing the sugar issue is a good path for the company. It’s also something that packaging alone doesn’t solve. Still, making an impression on the grocer’s shelf is important.

“When we look at these consumer products, what they’re trying to always do is make sure they have attention on their product at the point of sale,” Beasley said.

Coca-Cola shares are up 12.3% for the past year, while the Dow Jones Industrial Average (DJIA) is up 27.1% for the period.

Coca-Cola is launching an alcoholic drink in Japan .
Coca-Cola will soon be giving Japanese consumers a new kind of buzz. In a departure from its traditional soda business, Coke plans to launch an alcoholic drink in Japan this year. It's trying to get in on the growing market for "chu-hi" -- canned, flavored drinks typically made with sparkling water and shochu, a Japanese spirit distilled from grains. The new drink is a "highly Japan-specific approach given the complexity and richness" of Coke's range of products in the country, Coke spokesperson Yohko Okabe told CNN on Wednesday.

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