Success Case Study: Diet Coke in the US - Repositioning a tiring brand for a new generation

Summary

Diet Coke underwent a relaunch at the start of 2018 to address years of slow decline. With a new can design, look, and flavor options, and a Millennial-focused marketing campaign, the brand reversed its decline in short order, achieving its strongest growth since 2010.

Diet soft drinks have experienced a prolonged period of stagnation and decline, both as part of the overall consumer drift away from soft drinks consumption, but also from the proliferation of newer "zero-sugar" variants. "Diet" as a claim has become less well understood in a changed marketplace, necessitating a rethink for key brands.

Scope

• Developing an accurate understanding of Millennials, the audience identified as key to rebuilding the brand, has been vital to Diet Coke’s recent success.
• The brand has presented itself as relevant to Millennials' outlook and lifestyle in irreverent advertising highlighting consumption experience over diet/health claims.
• Diet Coke has showed it is possible to shift demographic focus successfully (from 1980s Baby Boomers to Millennials) without a total reformulation. Presentation, flavor options, and effective communication can work efficiently.

Reasons to buy

• Use GlobalData’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Companies Mentioned
Coca-Cola Company

1. Introduction
2. What?
3. Why?
4. Take-Outs
5. Appendix