Part of a brand refresh, the new pack design coincides with the arrival of bold new flavours and is supported by a £10m advertising campaign.
The development will see packs across GB take on a new look and feel. The UK pack design was led by Anthem Worldwide.
Following an extensive design process, the updated design has been developed specifically for the GB market in mind. With the aim of appealing to both current fans and new drinkers, the iconic silver can will incorporate a larger logo etched into the background – a subtle but contemporary update set to hit shelves from February.
As part of the brand refresh, two new flavours are also set to join the Diet Coke family in the UK; Exotic Mango and Feisty Cherry, the result of extensive consumer testing which saw 30 new flavours tested with more than 10,000 people.
Completing a trio of developments for the brand, is a new campaign creative Because I Can, which will see the brand encourage consumers to live their life unapologetically. The campaign represents a departure for the brand which has a rich heritage of campaigns including the Diet Coke Hunk and the “Get the Gang Back Together” campaign. The new 30-second TV ad will air from the start of March.
Simon Harrison, customer marketing director at Coca-Cola European Partners said: “2018 promises to be an exciting year for Diet Coke as we continue to evolve and update the brand for both loyal drinkers and a new wave of fans coming into the brand for the first time. The new additions were designed with some of the fastest-growing consumer trends in mind, and underline our commitment to offering consumers even more choice through a portfolio of light flavour options.”