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).

The two-year innovation process was fueled by consumer research pointing to

younger Americans’ affinity for big, yet refreshing and great-tasting, flavors in their

favorite foods and beverages ..(See link below).

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 in 2019, America’s top-selling zero-calorie sparkling beverage was

picking up where it left off with the introduction of two more flavors – Blueberry Acai

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

least five years of decline.*

*Source: Nielsen AMC, Full-Year 2018