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Diet Coke Opts For Rebranding To Target Millennials


Both Coke and Pepsi have realized the fact that its consumers are now concerned about their health than ever before. The aerated drink has a huge content of sugar which is the primary cause of diabetes and the millennials are not falling for that.

Keeping this insight in mind, both Coke and Pepsi had launched its diet version cola: Diet Coke and Diet Pepsi. Recently, Coca-Cola underwent re-branding exercise for its diet coke. In coming weeks, the consumers will find Diet Coke in Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.

Now, if you are wondering to whom these new flavors are targeted to? Millennials. The new flavors are not the only new thing that coca cola has uncovered but the overall packaging of the can has witnessed a make-over. The slim silver can sport a bold center stripe whose colors correspond to four new flavors.

In a release, Coca-Cola mentioned it spent two years on the relaunch and says it asked more than 10,000 people for their feedback on flavors and design. Coca-Cola isn't changing the classic diet coke formula, which will still be available in 12-ounce cans. Coke has been struggling with its revenues in the past few quarters. Only in the last quarter, the company reported earnings that topped the forecast.

Both, Pepsi and Coca-Cola have been under pressure with their revenues. I feel, both the soft drink giants should focus on sparkling water instead of new diet drinks. LaCroix Sparkling Water, a brand of National Beverage Corporation reported it sales with 43% hike in 2017 as compared to Diet Coke sales that witnessed a dip of 4% and Diet Pepsi with a dip of 8%.

What do you think? Will the new Diet Coke flavors and packaging help Coca-Cola improve its revenues?

Diet Coke sales fell by 4% and Diet Pepsi by 8%.

#MBA #ProductLaunch #Branding #Marketing #Brands

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