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New Diet Coke

By Shpicy

Posted in

Diet Coke today introduced the biggest product and marketing makeover in its 36-year history as it looks to regain momentum in the struggling diet soda category by more aggressively targeting millennials. Changes include a logo redesign and four new flavored varieties, such as “twisted mango,” that will be sold in slim cans.

The overhaul, shown in this Coca-Cola-produced video, is backed by an aggressive marketing campaign by Anomaly featuring the tagline “because I can” that seeks to inject Diet Coke with a new swagger and grow the brand beyond its loyalist following of female baby boomers.

Ads starting later this month will feature a blend of male and female celebrities and influencers. But the spots steer clear of A-list pop stars like Taylor Swift that have backed the brand in the past. Instead, Diet Coke will use the likes of Karan Soni, an Indian-American actor known for playing a supporting role in “Deadpool.” The intent is to keep the focus on the product.

Read more via AdAge

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