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Case Study 2: Diet Coke: Restaging The Brand
Case Study 2: Diet Coke: Restaging The Brand
Globally cola account for more than 50% of all colas sold .The challenges for the
$187 billion soft drink industry is giving consumers in developed market the sugary
taste they want without giving them the mouthful of calories they don’t. Concerns
about obesity and health have led to 9 years of falling soda consumption. The soda
giants can’t rely on existing diet versions of their namesake colas, as consumers are
shying away from the artificial sweeteners they contain. Critics have blamed the
ingredients rightly or not for everything from weight gain to cancer. Diet coke was
losing sales at 7% per year, almost double the rate of decline of American cola sales
overall. Coke and Pepsi were returning to research to save their cola businesses
which take in about two thirds of industry’s cola sales. Stanford D.(2015,March 19).
younger Americans’ affinity for big, yet refreshing and great-tasting, flavors in their
https://www.coca-colacompany.com/news/diet-coke-launches-2018-with-brand-
restage
Diet Coke entered a new era in 2018 by debuting a modern new look, sleek new
packaging, four bold new flavors and new marketing –with the goal of re-energizing
and contemporizing the beloved brand for new drinkers and loyal fans alike.
and Strawberry Guava – and releasing new content as part of the “Because I Can”
campaign.
The restage helped spark a 2018 turnaround for the brand, which posted retail dollar
sales growth in Nielsen measured channels for four consecutive quarters after at