Diet Coke gets biggest makeover ever in bid to restore cachet

As part of the relaunch, Coca-Cola has introduced four new "millenial-inspired" flavours to the Diet Coke portfolio - Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.

But don't worry, zero-cal beverage purists: Unlike the recent Coke Zero makeover, there be no alterations to the flavor of the drink, which is sweetened with aspertame ("You don't mess with a good thing", says the company's press release).

"We're maintaining the essence of Diet Coke while modernizing the brand to invite a new generation of drinkers to try it", the company said in a post on its website.

During the product's development process, Acevedo's department spoke with more than 10,000 Americans and created over 30 test flavours, including Diet Coke with "tropical, citrus and even botanical notes".

Diet Coke has not yet responded on Twitter, so we suspect that this war will fizzle out soon.

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In spite of these new changes, Coca-Cola says that the recipe for its classic Diet Coke has not been reformulated. The new varieties will sell in eight-packs and as on-the-go singles.

Coca-Cola Bottling Co Consolidated (NASDAQ COKE) traded down $1.22 during mid-day trading on Thursday, hitting $203.96.

"This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognisable core brand visual assets". The slimmer 12-ounce cans retain the brand's iconic silver color, offering a simplified color palette focused on silver and red with accents of bold color to represent the new flavors.

Almost a year ago Coca-Cola revealed a new "one brand" marketing approach to counteract the brand's diluted presence on shelf. A slightly refined typography simultaneously preserves Diet Coke's heritage, yet presents it in a more progressive manner, according to the company. "We want to build on the success we have had to date reminding people of what makes it so special". They also still have their original Diet Coke flavor, but in a new can. The brand's new design and flavors will be available first in the United States, followed by Canada in February.

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