Diet Coke Relaunching With New Look, Flavors

diet coke cans

Don't fret: Diet Coke is relaunching, not reformulating. The Diet Coke taste that so many customers know and love isn't changing; however, pretty much everything else is. The brand's new modern design includes a sleek 12-ounce can and a refreshed look anchored by the iconic silver color, a "sharper" logo and bold colors that call out the biggest change of all: four new Diet Coke flavors. 

In addition to standard Diet Coke, the line now includes Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange and Diet Coke Twisted Mango. "We're maintaining the essence of Diet Coke while modernizing the brand to invite a new generation of drinkers to try it," the company said in a blog post.

The relaunch will roll out nationwide in on-the-go single cans and eight-pack options. Diet Coke Cherry, which the company debuted in 1986, and Diet Coke Lime 12-packs will be phased out of retail stores. However, these flavors will still be available online. The company is releasing two of its new flavors on fountain machines: Diet Coke Twisted Mango and Diet Coke Ginger Lime.

Click through for more information regarding the relaunch, which is debuting in the United States now, followed by Canada in February.

diet coke cans

"The sleek can packaging is one aspect of a completely new Diet Coke visual identity. Sleek cans offer a more premium drinking experience for our fans, and they visually represent an evolution of the brand's personality, standing taller and more assertive," the company said.

The standard 12-ounce Diet Coke cans will still be available in 12-packs.

diet coke fan

"Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their sides. Through extensive consumer research, we learned that younger Americans have an affinity for bold, yet refreshing and great-tasting, flavors in their favorite foods and beverages. ... So, we're contemporizing and adding more variety to the Diet Coke portfolio by introducing bolder tastes."

Coca-Cola's research and development team tested 30 different new Diet Coke flavors with more than 10,000 people before choosing the top four. 

diet coke fans

The four new flavors are "fruit-forward, but with an unexpected twist," said Melissa Schwartz, Diet Coke senior brand manager. "We took cherry and lime—two very popular Diet Coke flavors—and gave them a bit of a modern face-lift. And we added two completely new tropical tastes not usually associated with the Coca-Cola trademark. This new lineup has something for everyone, and we hope fans love them just as much as we do."

diet coke fans

Recently, the brand sent a select group of millennial influencers (pictured above) in Minneapolis, Atlanta, Los Angeles and New York a sample of the new Diet Coke family. They shared their "honest, authentic (and unpaid) reactions."

"All elements of the Diet Coke recast—from the refreshed visual identity and packaging, to the new flavors, to the advertising campaign that will launch later this month—work together to reinforce the brand's bold new position," Schwartz said. "We're taking the core equities of Diet Coke and pivoting them slightly to be more relevant to younger generations."