Diet Coke Launched New Branding & Can Design
Many years after making a huge splash with the introduction of Diet Coke, Coca-Cola announced that the product while leaving the recipe of the beverage unchanged is now getting a complete makeover. The new design has been developed due to the drink suffering slumping sales in the last year as more people switch to other low-calorie drinks, such as flavoured fizzy water.
The new look comes alongside a host of new flavours, which The Coca-Cola Company says aims to attract a new generation to the drink including original, feisty cherry, ginger lime, zesty blood orange and twisted mango. Coca-Cola said the new flavours and look are aimed at modernising the brand and attracting the younger consumer who generally drift toward energy drinks and flavoured waters.
The new branding features a slightly refined typeface that is flatter and bolder in colour than the previous version, a simplified core colour palette of silver and red. The vibrant new look includes stripes of colour printed vertically on the can to differentiate between the five new flavours. The cans are also slimmer and taller than before, and present a supportive colour palette of green, purple, yellow and orange for each of the new flavours.
All brands are faced with the same brand issue that younger consumers are longing for new experiences and innovation. With Coke we suspect it’s the combination of bolder flavours and a healthier outcome. That said in order for the newCoca Cola campaign to be successful and in order for Coca Cola to be more relevant to a younger audience, they need to evolve with them.
While slender cans and sleek redesign may function as a kind of subliminal cue to the low-calorie beverage inside, will the rebrand have the effect that Coca Cola so desperately need. Unfortunately they still face the same issue, consumers have for some time now shown huge concerns around the ingredients and cocktail of chemicals within the drink.
Rebranding is one of the most important endeavours a company can undertake and letting go of the past can be a difficult proposition. Branding can be confusing, so how do you know if your brand is strong enough to give you the external value that you need in your marketing efforts? Why not speak to one of our consultants to see how we can build an impactful brand for your business that inspires customers to take action.
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