Marketing News:

Are Diet Drinks Going out of Style?

In a recent article "Diet Coke gets a New Look, Adds Flavors in the Move to Overcome Slump" by AdAge , we are informed that in 36 years Diet Coke is releasing its biggest marketing makeover in attempt to gain the favor of millennials.  According to AdAge the marketing team will be launching ads which will have, " a blend of male and female celebrities and influencer. But the spots steer clear of A-list pop stars like Taylor Swift..."

For the past several years Diet Coke has suffered from a loss in sales due to the recent hit of zero calorie drinks and sparkling water. Therefore it was time for a change in their marketing efforts to keep up with the new ideas. Although Coke will be featuring 4 new flavors in January, Coke will be sticking with a similar formula for its current diet coke fans. They will continue to use aspartame, and in the new flavors will be adding another artificial sweeter called acesulfame potassium. To find their current combination of featured flavors, Diet Coke ran focus groups with more than 10,000 people and tested 30 potential flavors.

To further their market plan, Coke is also presenting a new can, a "sleek" 12 oz can with a vertical stripe. Although the numbers aren't out quite yet on what exactly Diet Coke is sinking into its new campaign, in the years 2015 and 2016 the company averaged about 46.8 million dollars spent. So in mid January the world will view the new "sleek" cans and hopefully Diet Coke's money will be well spent.

"Because I've Got to Have It" is the new Slogan Coke-Cola has chosen for their new line of drinks. Coke-Cola is a company that is focused on "enduring". Through their mission, Coke-Cola's is determined to "refresh the world, inspire moments of optimism and happiness, create value, and make a difference". So to do this, they have chosen to kick start a new brand for their company- something that has the ability to put them at the forefront of marketing to reach those who look for the new and exciting things to "try." Although this isn't exactly a new marketing approach considering beverage companies like Redbull have been doing it for years, the possibility of changing a few flavors may be just the kickstart Diet Coke needs.