Diet Coke Slims Down

DIETCOKEHEAD

Diet Coke is receiving a major brand refresh and marketing makeover including a new logo and package redesign. The logo, featuring a  vertical stripe intended to signify motion, is credited to the Coke inhouse team with help from a London agency Kenyon Weston. Sleek new cans take advantage of the stripe — which VP of Global Design James Sommerville describes as “a Coca-Cola’s red disc that has gone for a walk.” An advertising campaign by Anomaly aggressively supports the makeover with a “because I can” tagline.

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The brand refresh does not include a formula change beyond the addition of the four new flavor varieties. The company has assured fans that Diet Coke, whose sales have stalled along with those of other diet sodas, will still be available in all its normal shapes as well as the taller new generation version that evokes the flavored water category. The Diet Coke brand was introduced in 1982 to much fanfare.

APDA18