Diet Coke Sales Call For ~ Total Rebrand y ~ ~ = Speen Ses es mas come ae oe oo ‘The decline of Diet Coke over the years has been faster than that of any other Coke beverage. Part of that involves dramatically shifting perceptions of what qualifies as healthy. A decade ‘ago, the fact that Diet Coke has no sugar or calories made it seem like a "healthy choice. In 2018? Not so much. 41.03M Over the past 10 years, Diet Coke has lost over 12 million consumers. According to one analysis, Diet Coke sales were down a staggering 6% in just the last three months of 2017.Why the sudden drop? Q We can thank Millennials for that. ‘According to a study done by Beverage Digest, more Beverage Market Share in 2017 people are drinking bottied water than any other beverage on the market in 2017. ey == I 9 PE +10.9% . eer e Aquatina' [ae Springs Baa /ZEEEREEESSEEI) Dustin Longstreth, the chief marketing and strategy 10 5 10 5 officer of Coca-Cola's brand and design agency Beverages says, “There is a population of the current generation of, consumers that are probably suspicious of soft drink x formulations in general—they equate it with something om unnatural and overly processed product.” See modernizing what has made Diet Coke so special for a new generation~ Diet Coke is the In order to stay seis: Diet 3rd largest Coke needs to stick with the carbonated —_—__—_?) trends. Those trends have drink brand in been steadily drifting toward the U energy drinks and flavored waters. Rofoet Acevedo "Younger consumers are longing for new experiences and bolder flavors and innovation. In order for us to be relevant for the younger audience, we need to evolve with them? re vliy new flavors The retooling project was based on intelligence gathered from interviews with 10,000 consumers who were queried for their opinions on both packaging styles and flavors. After testing 30 new varieties, the company finally settled on these four. mation cited from: diet: _httpy/fortune.com/20° 1O/dietcoke-relaunch, st httpu/www.adweek.com/brand-m: d -new-skinny-rainbow-colored-cans