Can Diet Coke’s Rebranding Convince Millennials to Drink Soda?

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Source: AdWeek

After 35 years, Diet Coke has been rebranded with a slimmer can and new flavors with the same Diet Coke taste. Since Coca-Cola rarely makes physical changes to their products, it’s fair to question what exactly brought upon the change of not only a new can, but also multiple flavors. Some would say it’s to target millennials and others claim it’s their way of competing against La Croix. However, in a generation that rarely drinks soda, will this actually work?

In 2016, total volume for carbonated soft drinks dipped .8%. The steepest decline came from Diet Pepsi at 9.2% and Diet Coke at 4.3%. Millennials are making smarter choices into what they’re consuming and the data proves it. This has resulted in companies rebranding to stay trendy, focusing their initiatives on water and smoothies and selling smaller packages at higher price points. Because of this, Coca-Cola has made more of an effort in selling Dasani, Smart Water, and Vitamin Water.

So will Millennials gear towards Diet Coke’s slimmer cans and new flavors? It depends. While slimmer packaging can imply less guilt for high satisfaction, they will be looking at any artificial sweeteners that may be included in the ingredients. In the end, it’s still soda and now, it’s flavored as well. It’s not going to make Millennials stop drinking La Croix or all the different waters out there, but it’s a bold attempt by Coca-Cola to enter this tough, yet fulfilling market.


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