Jan. 9, 2019
By Emma Ferschweiler
Staff Writer
Last January, Diet Coke rebranded its cans and added new flavors. The line now includes the signature Diet Coke as well as feisty cherry, ginger lime, twisted mango and zesty blood orange. However, the flavors are not the only aspect of the brand that has changed. The new soda can is taller and slimmer in addition to featuring bright, eye-popping colors.
Senior Matthew Martone said he likes Diet Coke’s rebranding and would be willing to try the zesty blood orange flavor.
“The drink that seems most unappealing is the regular Diet Coke, ‘cause I would like to try the new flavors to see the difference from the original,” Martone said.
Mr. Gorman, who teaches Principles of Business Advertising, said Coca-Cola made these changes because the company is exploring new methods to beat its competition. He said Diet Coke is trying to widen its core audience.
“They must be finding out that their demographic is going stale,” Gorman said. “If they freshen everything up and they add new flavors to their lineup, it’s going to attract more customers.”
Gorman said he has never tried the new Diet Coke flavors because he is not a fan of diet drinks. However, he said the flavor he would be most likely to try is feisty cherry because he likes Cherry Coke.
While Pepsi has introduced flavored diet drinks in the past, they were all discontinued. Diet Coke hopes its unique flavors and new formula, which contains a sweetener called acesulfame potassium, or Ace-K for short, will be a hit.
While Ace-K is also in Coke Zero, the blending method of these two drinks are very different. Coca-Cola does not reveal how these sodas are made, but when compared to Coke Zero, the company says Diet Coke consists of a combination of flavors that produces a lighter taste.
By featuring a sleek design and fun flavors, Coca-Cola aims to appeal to millennials and younger customers.
In a statement published on Coca-Cola’s website, the company said, “Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side.”
In recent commercials for Diet Coke, the motto “Because I Can” appears along with the lines, “Life is short…. I mean, just do you, whatever that is.”
Junior Brianna Capsouras said she prefers Diet Coke’s classic design because of the shiny and bold packaging but likes the brand’s new message.
“They’re really tapping into what’s modern and actually seeing what people do today,” Capsouras said. “They are trying to say they can do anything. They’re definitely aiming to younger people.”
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