US: The Coca-Cola Co unveils new Diet Coke can design

By | 22 August 2012

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Diet Coca-Cola cans will feature a new design in the US and Canada from next month, The Coca-Cola Co has confirmed.

The new design, previously released as a "limited edition" last Autumn, includes a large black D and red K against a silver backdrop. It will only appear on cans, not bottles, in the North American market. 

It is understood to be the first time Coca-Cola has re-designed Diet Coke's packaging in five years.

A Coca-Cola Co spokeperson confirmed the new design, but said it was not necessarily "permanent".

"We are always updating packages and portfolio based on consumer feedback," the spokesperson said. "It’s more accurate to just say 'back by popular demand'."

Expert analysis

Coca-Cola Co, The in Soft Drinks (World )

The Coca-Cola Company, the world’s leading soft drinks company, has a stated aim to double its size over the 2010 to 2020 decade. However, with US sales on the decline and regular carbonates losing their appeal, the company needs growth to come in the BRIC countries and in low calorie drinks. In this report, Euromonitor International assesses The Coca-Cola Company’s chances of succeeding in its quest for growth.

Sectors: Marketing – advertising & promotions, Soft drinks, The off-trade

Companies: Coca-Cola Co, Diet Coke

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US: The Coca-Cola Co unveils new Diet Coke can design

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