In early January, Diet Coke announced a new PR campaign in an attempt to attract Millennials to the soda. This “attraction” comes in the form of slimmer, taller cans and new flavors. The rebranding is a complete makeover for the iconic silver Diet Coke cans we are used to seeing on store shelves, but there’s no change in nutritional content or the use of aspartame. Will reinventing the look of a product or adding more and exciting options attract Millennials or will they retain preconceived notions and biases?
The four new flavors are Ginger Lime, Twisted Mango, Zesty Blood Orange and Feisty Cherry. According to an Adweek article, “As the names suggest, the goal here is to appeal to the taste buds and the discernment of younger consumers, who have been steadily drifting toward energy drinks and flavored waters.”
But did these new sleeker cans and interesting flavors initially appeal to the younger audience?
According to a Forbes article, Millennials are interested in a healthy diet and lifestyle. The article states, “Millennials place a lot more value in what they put into their body, educating themselves on the benefits of natural and organic foods. This is supported by shifts in diet as well: a staggering 40% of millennials are reportedly taking on a plant-based diet.”
Diet sodas in general are not known for their nutritional value. According to WebMD, diet soda consumption could be linked to dementia and stroke, as well as increases the body’s desire for sugar in the diet. This could contribute to the 4.3 percent drop in sales of Diet Coke in 2016.
Would changing the composition of Diet Coke attract Millennials more than adding new flavors? Or, will they see an increase in sales once the rebrand hits the market?