What do Millennials really want? A certain beverage giant in Atlanta thinks that they have the answer: Diet Coke… in new packaging… with “bold” new flavors. In an attempt to reach a younger audience, Coca Cola announced that they will rebrand and repackage their Diet line as well as add four new varieties.
The formula for Diet Coke will remain the same, but Trump’s favorite beverage will now be available in skinny 12oz. cans with a striped minimalist design. In addition, Ginger Lime, Twisted Mango, Zesty Blood Orange, and Feisty Cherry will be added to the lineup. For traditionalists, the old packaging will still be sold as well.
Materials from the company claim that the redesign took two years and involved interviewing more than 10,000 people. However, throughout the process, their goal was clear, appeal to a younger generation. We know Diet Coke has all kinds of fans – from people who have loved its great taste since it launched in 1982 to Millennial men and women who are always looking to try new things,” said Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke. “We’re modernizing what has made Diet Coke so special for a new generation. The same unapologetic confidence still comes through and the same great Diet Coke taste people love is here to stay, but we’re making the brand more relatable and more authentic.”
Design nerds will delight in the details of the changes. Internally, the company refers to the new vertical, red stripe as the “High Line.” Coca-Cola Design VP James Sommerville explained, “The ‘High Line’ is a Coca-Cola red disc that has gone for a walk. It visualizes how the Diet Coke brand, the innovation – and the consumers who love Diet Coke – are continually on the move, with confidence.”
To create said packaging, Somerville turned to 26-year-old Elyse Larouere. Editor’s Note: At 26 she is technically not a Millennial. Larouere, in turn, collaborated with Kenyon Weston, a two-person, UK based design shop with a huge cult following. “The marriage of the two, in theory, works well,” Sommerville explained. “If a design project is too internally driven, we can end up talking to ourselves. And if we rely too much on external partners, things can go off the rails quickly. There is beauty in both knowledge and naiveté.”
The new cans are slated to hit stores in the middle of January. They will be available in singles and eight-packs.