Posted in News
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