Diet Coke gets millennial makeover, launches four new flavors
Posted January 10, 2018 10:36 p.m. EST
Diet Coke, birthed in 1982, is getting a millennial makeover, the Coca-Cola Co. announced Wednesday.
While the classic Diet Coke and its recipe will remain untouched, the beverage company is releasing new, sleek packaging and a line of specialty flavors targeted toward a hip generation of soda drinkers.
"Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side," Rafael Acevedo, Diet Coke's North American director, said in a release.
In addition to the original, the company is launching Diet Coke in Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. The Diet Coke varieties will be sold in tall, silver 12-ounce cans and will be available nationwide in mid January, the company said.
Acevedo said Coke's "two-year innovation process" was fueled by research that showed young adults in America were reaching for big flavors "from hoppy craft beers to spicy sauces."
"We're modernizing what has made Diet Coke so special for a new generation," Acevedo said. "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."
The Coca-Cola Co. is the world's largest beverage company, offering more than 500 brands to people in more than 200 countries.