Americans are getting smarter, and Diet Coke is noticing.
As the country, vaguely speaking of course, continues to cut sugar out of their diets as they become more aware of its side effects, diet soda sales are dropping significantly—a whopping 34 percent since 2005, according to Business Insider—and fan-favorite Diet Coke is no exception.
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For the past few years, the soda giant has been under fire for its inability to hide its long artificial-ingredient list behind the seemingly small promise of housing zero calories per can. Now, in an attempt to spike sales (Beverage Digest reported Diet Coke sales dropped almost 2 percent in 2016 alone), the brand is announcing major changes.
In a press release, the company announced it will be rolling out new everything: “The Diet Coke you think you know is history,” the release reads. After spending spent two years developing and testing more than 30 new flavors and bottles, the classic Diet Coke flavor will remain unchanged, but it will be joined by four new flavors: Ginger Lime, Zesty Blood Orange, Feisty Cherry and Twisted Mango—all Diet Coke at heart; all zero calories. (Oh, and all paired with cheeky statements including “because it’s fizzing delicious,” or, “because cherries aren’t so innocent.”)
“Diet Coke is one of the most iconic brands loved by millions of fans in North America,” said Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke, in the release. “Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach. And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation.” Part of this “recasting” is the sleek, 12-ounce can and updated design that will be reflected on all flavors once they are available nationwide mid-January.
The design is undoubtedly sleek, but the question of whether a new campaign can successfully act as a wolf in sheep’s clothing to the suspicious, health-conscious shopper—now armed with the scary facts behind aspartame and sugar—still stands.
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