18 Jan'18

Coca-Cola’s launch four different Diet Coke flavours – another example of brands targeting millennials

Coca-Cola announced on 10th January the launch of four new Diet Coke flavours.


The new flavours are: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. They developed these flavour after ‘speaking to more than 10 000 people and spending years exploring all kinds of combinations’. (They did not use dice with different fruits on).


In the press release ‘Diet Coke launches into 2018 with full brand re-stage in North America’, Coca-Cola summarised the new campaign as ‘an updated look, sleek new packaging, the debut of four bold, new flavours and a new campaign’.
Rafael Acevedo, Coca-Cola’s North America’s group Director for Diet Coke, stated, ‘Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side’.


Would the older generation not want to try different Diet Coke flavours? In September of last year, the.report published an article about major brands launching sub-brands solely aimed at millennials.  Is this another example of brand over-generalisation?


According to Marketing Week, the launch will occur mid-January in North America and then in February for Canada.


Speaking to Marketing Week, a Coca-Cola spokesperson said that there are ‘some exciting plans for the brand this year’ in the UK as well. These plans will be revealed in the coming months. On a totally different note has anyone noticed Coke seems to be being sold in smaller cans these days for roughly the same amount?