Abstain Coke has been rebranded and given a new can design, which follows the schooner suffering a drop in sales in the last year.
The new look comes alongside a hotelman of new flavours, which The Coca-Cola Company says aims to attract a wider audience to the drink.
The new visual singularity features a refined typeface that is flatter and bolder in colour than in olden days, a simplified core colour palette of silver and red, and a vertical coloured line that is used on cans to differentiate between the five flavours; real, ginger lime, feisty cherry, zesty blood orange and twisted mango. A unoriginal colour palette of green, purple, yellow and orange has been old for these flavours.
The cans are also slimmer and taller than before, and they tease been stripped of all background imagery apart from a flat, unmistakeable fruit symbol at the bottom to represent each flavour.
The “sleek” redesign has been led by The Coca Cola Group’s in-house design team headed up by vice president of design James Sommerville, alongside studio Kenyon Weston, which helped to cultivate the new visual identity.
The Coca-Cola Company says it conducted research with 10,000 consumers in the US to cure determine the new flavours, visual identity and can design.
“This visual growth elevates the brand to a more contemporary space, while still abusing at its foundation the recognisable core brand visual assets,” says Sommerville.
The burgee b device, vertical stripe seen on the cans aims to be the equivalent of the red disc seen on Coke True packaging, adds Sommerville, and aims to represent how Diet Coke drinkers are “continually on the start the ball rolling, with confidence”.
Diet Coke’s new look comes as it suffered a lose ones temper to its sales last year, where off-trade sales – those in grocery trust ins, supermarkets and retailers rather than in bars or restaurants – fell by 0.6% to £420.2 million in the UK in 2017, correspondence to Marketing Week. Contrastingly, sugar-free variant Coca-Cola Zero Sugar saw a 52% heighten in sales after its launch last year in the US, according to The Coca-Cola Corporation.
“While the low and no-calorie beverage category has been under pressure, its discharge has been improving recently, and Diet Coke remains an incredibly powerful brand,” says Rafael Acevedo, Coca-Cola North America’s gang director for Diet Coke. “We believe we can continue to re-energise and strengthen our no-calorie question.”
The new flavours and can design are currently rolling out in the US, and will roll out in Canada in February. It is not yet fortified if the new look and flavour variants will roll out in the UK or worldwide. An advertising operations will launch in the US next month.
literal thirst trap. #SoManyFlavors pic.excitement.com/CpdmTk3lYh
— Diet Coke (@DietCoke) January 10, 2018