Ac­quired Taste

Bespoke - - OMG! -

De­spite amass­ing 2.1 bil­lion USD of sales last year, and re­tain­ing its spot as Amer­ica’s best-sell­ing zero-calo­rie soft drink, Diet Coke is not sit­ting pretty, as con­sump­tion of diet soda has fallen by more than 27 per cent since 2005, and last year saw another 3.5 per cent drop in sales. As such, Coca-cola an­nounced a ma­jor re­vamp of Diet Coke, in­clud­ing slim­mer, taller cans (that con­tain the same vol­ume), and four new fruit flavours: Ginger Lime (pretty good), Twisted Mango (tol­er­a­ble), Zesty Blood Or­ange (bad), and Feisty Cherry (bloody aw­ful). Note: the clas­sic Diet Coke taste and for­mula re­mains the same, so if you liked it be­fore, they think you’ll like it even more now it comes in an “In­sta-ready” pack­age! And that’s the whole of this up­date, they’re des­per­ately try­ing to at­tract younger con­sumers. “Mil­len­ni­als are now thirstier than ever for ad­ven­tures and new ex­pe­ri­ences, and we want to be right by their side,” says Rafael Acevedo, Coca-cola North Amer­ica’s group di­rec­tor for Diet Coke. “We’re mak­ing the brand more re­lat­able and more au­then­tic.” So af­ter two years of re­search and cast­ing a “broad flavour net”, this is what they came up with. Ex­cited? Nei­ther are we.

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